The Double-edged Sword of Oppositional Category Positioning: A Study of the U.S. E-cigarette Categor...
The Double-edged Sword of Oppositional Category Positioning: A Study of the U.S. E-cigarette Category, 2007–2017
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Publisher
Los Angeles, CA: Sage Publications, Inc
Journal title
Language
English
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Publisher
Los Angeles, CA: Sage Publications, Inc
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Scope and Contents
Contents
To gain attention and build support for new categories, market entrepreneurs often define a new category through its contrast with related, established offerings. Existing research has largely focused on the benefits of this oppositional categorical positioning. In this study, we explore how this strategy might be a double-edged sword. Through a lo...
Alternative Titles
Full title
The Double-edged Sword of Oppositional Category Positioning: A Study of the U.S. E-cigarette Category, 2007–2017
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Author / Creator
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TN_cdi_proquest_journals_2488093993
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2488093993
Other Identifiers
ISSN
0001-8392
E-ISSN
1930-3815
DOI
10.1177/0001839220914855
