Investigating Category Dynamics: An Archival Study Of The German Food Market

Johanna Franziska Gollnhofer, Kushagra Bhatnagar

Research output: Contribution to journalArticleScientificpeer-review

1 Citation (Scopus)

Abstract

The contemporary German food market is marked by a large number of food items on retail shelves?the choice and abundance of products stand in sharp contrast to the market of the 1950s. We conduct a qualitative, interpretive analysis of the archives of a food magazine from West Germany between 1949 and 2014 to understand the changes the German food market has undergone. Drawing on category research, we discover three inter-related category dynamics that contribute to the change in the market: category member proliferation, category member valorization, and category member entanglement. We then discuss the implications of category dynamics and theorize how they drive category change.
Original languageEnglish
Pages (from-to)245-268
Number of pages24
JournalOrganization Studies
Volume42
Issue number2
Early online date26 Nov 2020
DOIs
Publication statusPublished - 1 Feb 2021
MoE publication typeA1 Journal article-refereed

Keywords

  • category research
  • category dynamics
  • category change
  • food
  • qualitative research
  • archival research

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