How Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music

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dc.contributor.advisorKozinets, Robert
dc.creatorDolbec, Pierre-Yann Dube
dc.date.accessioned2016-09-20T16:44:18Z
dc.date.available2016-09-20T16:44:18Z
dc.date.copyright2015-11-02
dc.date.issued2016-09-20
dc.date.updated2016-09-20T16:44:18Z
dc.degree.disciplineAdministration
dc.degree.levelDoctoral
dc.degree.namePhD - Doctor of Philosophy
dc.description.abstractIn my research I explore how a new market category is created in an existing market. I contribute to existing research in marketing by developing a novel framework that conceptualizes markets as constituted of three levels, and by explaining the contribution of each level to the creation of a new market category. My findings emerge from a qualitative inquiry of the creation of the category of Electronic Dance Music (EDM). I find that each level contributes differently to the creation of a mainstream cultural category. Local innovation networks (or LINs) unite consumers and producers and provide unique elements that facilitate the creation of new cultural products by consumers. Niches serve as a bridge between these local networks and a mainstream market. Niche actors contribute to the creation of a boundary infrastructure that supports the transfer, translation, and transformation of the knowledge associated with an innovative cultural product. This, in turn, facilitates the movement of an innovative cultural product from a local network to a mainstream market. Mainstream actors diffuse elements of the innovative cultural product and open what Bourdieu calls a space of possibles. Niche entrepreneurs and peripheral mainstream actors seize the opportunity to engineer a new cultural category. I discuss the theoretical implications of this research in regard to the conceptualization of markets as uni-level vs. multi-level, and the conceptualization of market creation from a categorization perspective. I provide strategic recommendations to facilitate the movement of a product from a niche to a mainstream market (i.e., selling out). I also provide managerial recommendations based on the use of boundary objects as instruments of power.
dc.identifier.urihttp://hdl.handle.net/10315/32209
dc.language.isoen
dc.rightsAuthor owns copyright, except where explicitly noted. Please contact the author directly with licensing requests.
dc.subjectMarketing
dc.subject.keywordsMarkets
dc.subject.keywordsBoundary object
dc.subject.keywordsInstitutional theory
dc.subject.keywordsInnovation
dc.subject.keywordsMainstream
dc.subject.keywordsNiche
dc.subject.keywordsAesthetics
dc.subject.keywordsConsumption
dc.subject.keywordsCategorization
dc.subject.keywordsMulti-level
dc.titleHow Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music
dc.typeElectronic Thesis or Dissertation

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