新しい市場カテゴリーはどのように誕生するか: 低糖質市場の形成史, How a New Market Category Emerges: A History of the Formation of the Low- Carbohydrate Market

由佳 工藤（原）, Yuka Kudo-Hara, 優輝 宮澤, Yuki Miyazawa, 泰史 原, Yasushi Hara, 樹 橘, Tatsuki Tachibana, 大 軽部 and Masaru Karube

No 23-03, IIR Working Paper from Institute of Innovation Research, Hitotsubashi University

Abstract: 個別企業の戦略行動と産業レベルの市場形成はいかに相互に作用しながらイノベーションに結実するのか。本研究の目的は、カテゴリー論を援用しながら、低糖質市場の形成過程を個別企業の取り組みや製品動向、消費者による関連用語の利用に関するデータを通じて検討し、この問いに回答を導き出すことにある。カテゴリー論では、カテゴリーの境界や意味の曖昧さが、多様な企業や製品の参入を促し新規カテゴリーの形成を促進すると論じられている。本稿では、低糖質市場においても同様のメカニズムが働いたことを確認する。すなわち、マクロレベルでは標準的な基準や制度がないことが、ミクロレベルでの多様な企業や製品がカテゴリーへ参入を促し、その結果マクロレベルでは境界や意味が曖昧な市場カテゴリーの形成に寄与し、さらなる多様な企業や製品の参入を促すという一連のメカニズムである。, How do the strategic actions of individual firms and market formation at the industry level interact to result in innovation? The purpose of this study is to answer this question by examining the formation process of low-carbohydrate markets through data on individual firms' initiatives, product trends, and consumers' use of related terms, with the aid of category theory. Category theory argues that the ambiguity of category boundaries and meanings encourages the entry of diverse companies and products and the formation of new categories. This paper confirms that a similar mechanism worked in the low-carbohydrate market. That is, a series of mechanisms in which the lack of standardized criteria and institutions at the macro level encourages diverse firms and products to enter a category at the micro level, which in turn contributes to the formation of market categories with ambiguous boundaries and meanings at the macro level and encourages the entry of even more diverse firms and products.

Pages: 33 pages
Date: 2023-06
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