Innovation and Market Evolution
The positions firms take on the market influence the changing social meaning of market categories, so category strategy is one basis for the category dynamics that underlie market evolution. A key idea is that organizations are positioned within multiple “spaces” in a market: for example a “knowledge space” of technologies and a “market space” of product features. Firms that develop technological inventions create in knowledge space, and ones that pioneer a new market category act in market space. The link between these two spaces is socially constructed by how firms strategically position their products and technologies within market categories.
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Pontikes, E.G. and M.T. Hannan (2014). “An Ecology of Social Categories.” Sociological Science, 1: 311-343.[ARTICLE]