Emergent clustering methods for empirical OM research

To date, the vast majority of cluster analysis applications in OM research have relied on traditional hierarchical (e.g., Ward's algorithm) and nonhierarchical (e.g., K‐means algorithms) methods. Although these venerable methods should continue to be employed effectively in the OM literature, we also believe there is a significant opportunity to expand the scope of clustering methods to emergent techniques. We provide an overview of some alternative clustering procedures (including advantages and disadvantages), identify software programs for implementing them, and discuss the circumstances where they might be employed gainfully in OM research. The implementation of emergent clustering methods in the OM literature should enable researchers to offer implications for practice that might not have been uncovered with traditional methods.