作者：Delmestri, Giuseppe; Greenwood, Royston
作者单位：Vienna University of Economics & Business; University of Alberta; University of Edinburgh
摘要：Using a case study of the Italian spirit grappa, we examine status recategorizationthe 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...
