Focuses on how market categories shape processes of production and consumption and how these activities in turn shape category systems. This volume explores top

This volume brings together some of the world’s leading scholars of market categorization. Together, their contributions depict categorization as both a cogni

The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category desi

Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for..." There is no su

America's economic revolution isn't just driven by technology. It's about markets. The past twenty-five years have witnessed a remarkable shift in how we get th