“Mastering the ‘Name Your Product Category’ Game”
/MIT Sloan Management Review, Winter Issue, p. 23-29, 2015, (with Stine Grodal)
If you’re launching an innovative product in a nascent industry, it’s important to understand — and take advantage of — the dynamics through which new product category labels emerge. Our research aims at extending the existing theoretical frameworks managers use to create strategies in emerging markets. We do so by integrating concepts and insights from theories of the industry life cycle, categorical dynamics and entry timing advantages, which so far have evolved independently.
