Analogies to financial markets have proven powerful in establishing novel or potentially controversial business concepts, even in contexts that deviate significantly from financial markets. This phenomenon challenges theory that suggests analogies work best when elements from a source and target...

Goal-based categories have recently emerged as an alternative perspective to the dominant account of prototypical market categories. However, key questions remain regarding the mechanisms that would enable stable market exchanges to form around ad hoc and idiosyncratic goal-based categories....