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Shaping markets: moving beyond the dyad
Linköping University, Division of Industrial Marketing, Department of Management and Engineering, Linköping, Sweden.
Linköping University, Linköping, Sweden.
2016 (English)In: Marketing in the age of data / [ed] Klemens Knoeferle, European Marketing Academy (EMAC) , 2016, p. 209-209Conference paper, Oral presentation with published abstract (Other academic)
Abstract [en]

This study explores factors that influence market shaping in a B2B market channel. Through a case study from the Swedish steel industry insights in how actors connect to each other in order to shape markets and to enable new innovations are drawn. This study finds that by approaching downstream actors a supplier can influence, and even shape, the development of the market in a favorable direction. The shaping of new markets is dependent on both the power of the supplier, and the characteristics of the market. For suppliers who find their customer to be a barrier for the development of a market, finding new ways to interact with downstream actors might be a valid market opportunity and mutually beneficial to the entire market channel. By leveraging its knowledge, the supplier can develop innovative paths to shape a new market. This study contributes to understand market innovation and how the supplier can influence downstream actors to build markets and to increase competitiveness.

Place, publisher, year, edition, pages
European Marketing Academy (EMAC) , 2016. p. 209-209
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-62737ISBN: 978-82-8247-284-5 (print)ISBN: 978-82-8247-285-2 (electronic)OAI: oai:DiVA.org:oru-62737DiVA, id: diva2:1158928
Conference
EMAC 2016, Oslo, Norway, May 24-27, 2016
Available from: 2017-11-21 Created: 2017-11-21 Last updated: 2017-11-22Bibliographically approved

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Carlborg, Per

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf