Market Category Dynamics and Status Re-Positioning

Daniel Semper

Publikation: AbschlussarbeitDissertation

Abstract

This study on category status dynamics draws on a qualitative field study on the Australian wine industry. The case of the Australian wine industry allows to draw from a historical perspective a processual model from early stigmatization towards legitimacy through de-stigmatization. The case provides an empirical example of a status leap of an entire category. This achievement was possible on the basis of three distinct innovations. First, Penfolds Grange revolutionized the wine world with its novel approach to winemaking. This elite wine succeeded in breaking the category glass ceiling, which allowed for a detachment from the stigmatized category by becoming a member of the global category of iconic wines.
Secondly, this wine and since then the majority of wines in Australia, were created on the basis of scientific winemaking. The authority of science and the myth of progress and social improvement through science and technology led to a rise of the profession of scientific winemaking.
Thirdly, the last impactful innovation deals with the creation of a novel wine category, initiated be Casella’s Yellow Tail wines. This category emerged on the basis of the creation of a wine for non-wine drinkers. Yellow Tail wines sidestepped all category norms by introducing wine at low prices of reliable and faultless quality, easy and early drinkability. This event is also referred to as the democratization of wine drinking.
Based on the empirical data, a grounded process model could be formulated that provides an alternative view on category change dynamics through the separation between the category population density, the category gravity, and the prototype, the center of attention.This process unfolds according to the four mechanisms that allowed for the entire category to re-define itself, and, thus, reach high status: history detachment, high status category neglect, myhtification, and stigma reversing.
OriginalspracheEnglisch
Gradverleihende Hochschule
  • Johannes Kepler Universität Linz
PublikationsstatusVeröffentlicht - 2017

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