{"id":{"repo_id":"york","oai_identifier":"oai:yorkspace.library.yorku.ca:10315/32209"},"canonical_url":"https://search.dev.ndltd.org/etd/york/oai:yorkspace.library.yorku.ca:10315/32209","repository":{"repo_id":"york","name":"York University","base_url":"https://yorkspace.library.yorku.ca/oai/request"},"display":{"title":"How Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music","abstract":"In 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.","abstract_html":"In 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.","abstract_has_math":false,"creators":["Dolbec, Pierre-Yann Dube"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":["Kozinets, Robert"],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-09-20","date_published":"2016-09-20","updated_at":"2026-07-24T06:33:38Z","subjects":["Marketing"],"languages":["en"],"rights":["Author owns copyright, except where explicitly noted. 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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."]},{"key":"dc:title","label":"Title","values":["How Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music"]}]}],"canonical_facts":{"dc:contributor.advisor":["Kozinets, Robert"],"dc:creator":["Dolbec, Pierre-Yann Dube"],"dc:date.accessioned":["2016-09-20T16:44:18Z"],"dc:date.available":["2016-09-20T16:44:18Z"],"dc:date.issued":["2016-09-20"],"dc:description.abstract":["In 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. 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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.uri":["http://hdl.handle.net/10315/32209"],"dc:language.iso":["en"],"dc:rights":["Author owns copyright, except where explicitly noted. Please contact the author directly with licensing requests."],"dc:subject":["Marketing"],"dc:title":["How Do Mainstream Cultural Market Categories Emerge: A Multi-Level Analysis of the Creation of Electronic Dance Music"],"dc:type":["Electronic Thesis or Dissertation"]},"updated_at":"2026-07-24T06:33:38Z"}