CATEGORY TAKEN-FOR-GRANTEDNESS AS A STRATEGIC OPPORTUNITY: THE CASE OF LIGHT CIGARETTES, 1964-1993.

Theories within organizational and economic sociology that center on market categories often equate taken-for-grantedness with increased constraint on the features of category members. In contrast, we develop a novel perspective that considers how market participants' changing category-related attributions decrease their scrutiny of category offerings, opening up strategic opportunities for firms. [ABSTRACT FROM AUTHOR]