appealing to conventional demands, which opens up niches on the margins
for specialist players catering to more selective tastes. Thus, for example, large
middle-of-the road newspapers service the majority of subscribers but open
up opportunities for specialist papers that target smaller audiences, such as
ethnic or political minorities (Carroll, 1985). Similarly, generic American
beer companies catering to mainstream tastes have been unable to please connoisseurs,
who supported the rise of a variety of select microbreweries
(Carroll and Swaminathan, 2000).