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11 Mar 2016Working Paper Summaries

Becoming a Cognitive Referent: Market Creation and Cultural Strategy

by Rory McDonald

Rory McDonald describes the making of a "cognitive referent," which is a firm that customers, the media, analysts, and employees automatically associate with a new market category--think Starbucks and coffee.

Author Abstract

Research has examined firms' use of rhetoric and symbolic activities in the process of creating new markets. This study analyzes how entrepreneurial firms use these cultural strategies to position themselves in a nascent market category they are creating.