Στρατηγική κατηγοριοποίηση στα χρηματοοικονομικά
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Keywords
Στρατηγική κατηγοριοποίηση ; Χρηματοοικονομικά προϊόντα ; ESG ; Ρυθμιστικά πλαίσια ; Νομιμοποίηση κατηγορίας ; Ασάφεια κατηγοριοποίησης ; Καινοτομία ; Θεσμική θεωρία ; Συμπεριφορική χρηματοοικονομική ; Ανταγωνιστικό πλεονέκτημαAbstract
This thesis investigates strategic categorization in finance—the intentional positioning of products and services to shape market perception, competitive advantage, and regulatory compliance. Unlike consumer goods, financial products are intangible, complex, and embedded in dense regulatory frameworks, making categorization a high-impact strategic tool. Drawing on marketing, economics, behavioral finance, sociology, and institutional theory, the study examines how market actors, regulators, and rating agencies define, contest, and adapt categories. It highlights effects on investor behavior, innovation, branding, and legitimacy, using case studies such as ETFs, ESG funds, SPACs, and crypto products. The analysis addresses trade-offs between creating new categories and leading existing ones, as well as the roles of ambiguity, prototype alignment, and algorithmic classification. Ethical issues, including misclassification and greenwashing, are explored. Through qualitative, interdisciplinary methods, the thesis shows categorization as a dynamic, negotiated process with significant economic and social implications, offering recommendations for more effective and transparent application.