CEnSE member Magdalena Markowska held a research seminar on "Doing context in plant-based food category: A study of incumbents and new entrants standing out and fitting in"
On Thursday 24th March we had the pleasure to listen to Magdalena Markowska, Assistant Professor in Business Administration from Jönköping International Business School, giving a research seminar on "Doing context in plant-based food category: A study of incumbents and new entrants standing out and fitting in".
This study investigates the formation of the plant-based food category in Sweden to understand who engaged with their context to create an opportunity in this category as well as how and when. By focusing on the practices and strategies of incumbents and new entrants in two different subcategories of the plant-based category, she is showing that incumbents and new entrants perceive and act on the context and their roles differently and enter the category using different entry modes. This study contributes to the literature on “doing” context by disentangling the contextualization process and to the literature on category formation by specifying the different roles that new entrants and incumbents play in the process.