From the Introduction:"""" In the next few years the retail market will change dramatically. In
order to survive, a store will have to become its own brand. A strong brand can differentiate a …

Purpose To show how category leaders can maintain and grow their advantage.
Design/methodology/approach Illustrates how size alone does not equal leadership …

Have you ever bought a snurfer? Probably not, although in 1966, the snurfer was advertised
as “the greatest word in downhill fun” and described as combining the “thrills of skiing” and …

In the 1920s, the Radio Corporation of America invented the broadcast network, a mass
communications medium as broad in scope and reach as the contiguous United States. In …

Brands are an accepted part of our daily lives. But some brands seem to transcend their
product or service categories to become part of the popular culture. What distinguishes …

Innovation leaders such as P&G, BMW, Siemens, Nokia or Beiersdorf have successfully co-
created products with consumers and used this new paradigm of collaboration as a fruitful …

A key benefit to the adoption of any formal category management process is that retailers
must explicitly define the role that each category plays in the overall store portfolio. Having to …

This paper reviews several streams of research on market category formation. Most past
research has largely focused on established category systems and the antecedents and …