To gain attention and build support for new categories, market entrepreneurs often define a new category through its contrast with related, established offerings. Existing research has largely focu...

中文翻译：

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对立品类定位的双刃剑：美国电子烟品类研究，2007-2017

为了获得对新类别的关注和支持，市场企业家通常通过与相关的、已建立的产品的对比来定义新类别。现有的研究主要集中在...