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How do creative genres emerge? The case of the Australian wine industry

Abstract : The present paper examines how a new, creative genre emerges out of a commodity-based industry. Building on the genre-emergence literature, the paper analyzes the Australian wine industry since the 1950s. Based on content analysis of a wide variety of sources, the study identifies four mechanisms that account for creative-genre emergence: shifting and layering of metrics, analogies with established creative industries and practices, resonance with society-level logics, and personification. The results contribute to the genre-emergence and creative-industries literatures.
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Grégoire Croidieu, Charles-Clemens Rüling, Amélie Boutinot. How do creative genres emerge? The case of the Australian wine industry. Journal of Business Research, Elsevier, 2016, 69 (7), pp.2334 - 2342. ⟨10.1016/j.jbusres.2015.10.002⟩. ⟨halshs-01498722⟩

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