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Unraveling firm-level activities for shaping markets
Department of Management and Engineering, Linköping University, Linköping, Sweden.
Department of Management and Engineering, Linköping University, Linköping, Sweden.
Örebro University, Örebro University School of Business. Department of Management and Engineering, Linköping University, Linköping, Sweden.ORCID iD: 0000-0002-9448-2359
2018 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 68, p. 36-45Article in journal (Refereed) Published
Abstract [en]

As the marketing literature increasingly construes markets as malleable entities, research studies of ‘market-shaping’ strategies have gained increasing attention in recent years. Those are proactive, deliberate initiatives which a firm takes with the aim of re-shaping an operating environment comprising direct customers, customers' customers, and other actors such as its competitors. Our study derives a theoretical framework for market-shaping from the existing literature and an in-depth case study of one market-leading firm in the steel industry, which has been working actively in the shaping of a market. Analysis of the responses of a range of experienced executive staff to unstructured and semi-structured interviews shows, among other things, that in order to shape the market, the firm performed many individual and aggregated activities at three levels of influence – system, market offer and technology – with various actors in the market in focus. These findings are the basis of a proposed activity framework for the proactive shaping of a market: that is, what firms can do in order to shape an existing market, drive growth and create sustainable competitive advantage.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 68, p. 36-45
Keywords [en]
Market shaping, Market strategy, Market innovation, Practice, Case study
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-65587DOI: 10.1016/j.indmarman.2017.09.003ISI: 000424310200004OAI: oai:DiVA.org:oru-65587DiVA, id: diva2:1188908
Available from: 2018-03-08 Created: 2018-03-08 Last updated: 2018-08-20Bibliographically approved

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Carlborg, Per

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
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Output format
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