This study develops and tests a set of novel theoretical predictions about the conditions under which category spanning is rewarded by external audiences. To do this, we revisit the assumption that comprehensible organizational identities are associated with individual categories. Drawing on...

Although existing research has demonstrated the importance of attaining legitimacy for new market categories, few scholars have considered the tradeoffs associated with such actions. Using the U.S. organic food product category as a context, we explore how one standards-based certification...

This papers develops four amendments to current COVID-19 public health policy using a cultural network approaches to community dynamics. As social scientists, we do not claim to be health experts or epidemiologists, but, based on our knowledge and the materials examined in this paper, we...