What's in a name? Although Shakespeare claimed that a rose “by any other name would
smell as sweet,” over the last five to ten years, significant research on category labels has …

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 …

A growing body of literature has shown that categorical affiliation affects industry dynamics.
However, little is known about what drives the adoption of category labels in emerging …

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands" The Uber of this""
The Salesforce of that"" It's like Instagram, but for..." There is no such thing as an original …

Most firms build their marketing strategies around the concept of the product life cycle--the
idea that after introduction, products inevitably follow a course of growth, maturity, and …

In this paper we make a case for the roles of producers as strategic actors in the process of
category emergence through their involvement in label emergence; we focus specifically on …

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 …

Symbolic management literature explores how executives signal both substantive and
symbolic properties of a firm. In contrast, market categorization literature suggests that firms …

Very few organizations actually refer to their customers as customers, yet this important and
somewhat unusual phenomenon has received scant attention in the marketing literature …

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 …