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  1. How Cinderella Became a Queen: Theorizing Radical Status Change

    Delmestri, Giuseppe; Greenwood, Royston
    Using a case study of the Italian spirit grappa, we examine status recategorization - the vertical extension and reclassification of an entire market category. Grappa was historically a low-status product, but in the 1970s one regional distiller took steps that led to a radical break from its traditional image, so that in just over a decade high-quality grappa became an exemplar of cultured Italian lifestyle and held a market position in the same class as cognac and whisky. We use this context to articulate "theorization by allusion", which occurs through three mechanisms: category detachment-distancing a social object from its existing category; category emulation-presenting that object so...
    (application/pdf) - 18-oct-2016

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