Optimal Distinctiveness Revisited: Discursive Strategies of Intercategorical Positioning of New Market Categories

Research on optimal distinctiveness is situated at the intersection of institutional theory and strategic management. Using Mixed Martial Arts as an explanatory case study, we examine its evolution as a distinct market category of combat sport within the broader institutions of sport and society. We identify three intercategorical positioning benchmarks that serve as evaluative criteria for assessing optimal distinctiveness—broader societal values, values of umbrella categories, and norms of horizontal peer categories. Drawing on these benchmarks, we propose a layered strategic framework that comprises three foundational positioning strategies—excessive differentiation, moderate differentiation, and over conformity. These foundational strategies are configured and enhanced through two overarching configural strategies; moderating integration involves complementary coupling and multilevel positioning, while contextual adaptation encompasses strategic categorization and intertemporal positioning. Our findings challenge traditional conceptualizations of optimal distinctiveness by illustrating how new sports rely on dynamic, context-dependent strategies to establish legitimacy and ensure category viability.