With growing interest in the penalties associated with straddling market categories, it is important to develop a stock of evidence about the relative importance of consideration and valuation penalties in different empirical settings. In this chapter, we isolate the possible adverse...

Research suggests there are significant market penalties for organizations that do not conform to category boundaries in their product offerings. Yet, organizations continue to span categories despite these risks. In this study, we shed insight into why by examining factors that shape the...

Consumers, producers, critics, and other market agents rely on socially constructed categories like craft beers, houseware, collectibles, and thriller films for their understanding of products and producers in markets. Although organizational and sociological accounts often take such categories...