9I制作厂免费

Ms. Yoo Jin Lee a doctoral student at 9I制作厂免费 in the area of Strategy and Organization will be presenting her research proposal entitled:

Three Essays about Category Change in Local Food

听

Friday, February 7, 2025, at 11:00 PM to 12:30 PM

Student Committee Chair: Professor Robert David

Please note that the presentation will be conducted online and only the student, and the committee members will participate.

ABSTRACT

This dissertation proposal aims to explore the evolution of market categories. After the often-turbulent stages of formation, market categories continue to experience changes regarding their growth, position in the categorical landscape, and relationship with the wider environment. The three papers explore these phenomena by first zooming in to a market category鈥檚 internal struggles around its boundary, then zooming out to the categorical landscape concerning the category and a neighboring category, followed by zooming in again on the category by looking at its relationship with local communities. The first paper showcases the various actors that participate in a market category and the challenges around defining a category boundary. The paper studies diverse responses to category ambiguity and discusses the implications for the market category. The second paper zooms out to the categorical landscape by exploring a dyad of market categories. As market categories exist within the categorical landscape, the paper intends to study the evolution of the relationship between a pair of neighboring categories across time and place. The third paper reorients the focus on a market category and proposes to study the market category鈥檚 relationship with its environment, by focusing on local geographic communities and their characteristics to understand their influence on the market category. Focusing on the market category of local food, I propose qualitative methods (fieldwork, interviews, content analysis), text analysis, and quantitative methods to study the proposed research questions.