| 1. |
- Flaig, Alexander, 1990-, et al.
(författare)
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Market-shaping phases : a qualitative meta-analysis and conceptual framework
- 2021
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Ingår i: AMS Review. - : Springer. - 1869-814X .- 1869-8182. ; 11, s. 354-374
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Tidskriftsartikel (refereegranskat)abstract
- This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.
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| 2. |
- Flaig, Alexander, 1990-, et al.
(författare)
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Market-shaping strategies : A conceptual framework for generating market outcomes
- 2021
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501 .- 1873-2062. ; 96, s. 254-266
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Tidskriftsartikel (refereegranskat)abstract
- We identify four market-shaping strategies and their related activities that enable a focal market actor to work towards specific market outcomes. The conceptual framework provides firms with a tool for choosing specific market-shaping strategies depending on their market-shaping intention (offensive/defensive) and perception of a market's stability (stable/unstable). Accordingly, and in line with market-shaping literature, the four market-shaping strategies enable a firm to widen, reduce, maintain, or disrupt a market. Whereas previous market-strategy conceptualizations emphasized firm-level outcomes, the four identified market-shaping strategies focus on market outcomes and encompass a more comprehensive understanding of the impact of a firm's strategic actions on a market. Thereby, this study offers new perspectives on the implementation of market strategies in the context of markets as complex adaptive systems. By exemplifying the four market-shaping strategies using four industry cases, we illustrate how market-shaping strategies can appear in practice and demonstrate how firms can strategically leverage and steer market processes to their advantage.
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| 3. |
- Kindström, Daniel, 1974-, et al.
(författare)
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Driving forces for and barriers to providing energy services : a study of local and regional energy companies in Sweden
- 2017
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Ingår i: Energy Efficiency. - Springer : Springer Science and Business Media LLC. - 1570-646X .- 1570-6478. ; 10:1, s. 21-39
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Tidskriftsartikel (refereegranskat)abstract
- Improving energy efficiency is a cornerstone in climate change mitigation, and energy services are portrayed as a promising market-based approach to achieve this. This paper examines the barriers to, and driving forces needed for, the implementation of energy services from the perspective of Swedish local and regional energy companies. This includes an analysis of the resources needed in three phases of energy service implementation, i.e., development, sales, and deployment. The results indicate a supply-side interest in providing energy services, with the major challenges being related to (a) intra-organizational issues such as a lack of strategic direction and intent and (b) a perceived lack of knowledge, interest, and trust on the part of potential energy service customers. The paper concludes with managerial and policy implications on how an increased focus and impact of energy service can be achieved among local and regional companies.
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| 4. |
- Kindström, Daniel, 1974-, et al.
(författare)
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Energitjänster i energibolag : ett ökat värdeskapande med kunden i fokus
- 2015
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- Det övergripande syftet med detta projekt var att undersöka förutsättningarna för att öka tjänsteinnehållet på den svenska energimarknaden utifrån ett energibolags perspektiv. Mer konkret omfattar rapporten följande:Beskrivning och analys av implementeringsprocessen av energitjänster hos ett energibolag; detta skedde genom att följa implementeringen av vissa typer av energitjänster. Målet var att ta fram ett ramverk för hur energibolag kan arbeta för att effektivt implementera och leverera utvecklade energitjänster (checklistor, processteg etcetera) samt nyckelkriterier för att vara framgångsrik i detta.Undersökning av vilka typer av avancerade energitjänster som kan utvecklas, och hur (till exempel hur dessa kan paketeras), med utgångspunkt i kundens behov och med kunden som medskapare. Detta skedde genom att identifiera dels de behov och de utmaningar som kunder står inför (oberoende av leverantör), dels de typer av tjänster som har potential att skapa värde (utifrån marknadens behov). Målet var att ta fram en typologi av energitjänster med typiska karaktärsdrag samt även klassificera vilket värde (för både kund och leverantör) som kan skapas. Denna typologi kan användas av energibolag (och andra) vid nyutveckling av tjänster men även vid kundkontakter och strategiutveckling.Beskrivning av de framtida affärsmodeller som är möjliga för att ett energibolag på ett effektivt och lönsamt sätt ska ha potential att utveckla, sälja och leverera energitjänster.Det som gör denna rapport unik är att den ämnar kombinera energitjänsteforskningen med den numera rika flora av vetenskaplig litteratur kopplad till så kallad tjänstefiering. Främst har forskning inom tjänsteinnovation berört tillverkade företags produkt- och tjänsteportföljer. I denna rapport ämnar de rådande teoribildningarna inom forskningsfältet tjänsteinnovationer kopplas till den relativt sätt nya så kallade energitjänstemarknaden men där flera likheter med tillverkande industri finns, till exempel ett traditionellt sett starkt fokus på den produkt som säljs och inte kring tjänster kopplade till produkten.
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| 5. |
- Kindström, Daniel, 1974-, et al.
(författare)
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Identifying enabling mechanisms for the implementation of market orientation
- 2016
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Ingår i: Extending Value Through Product, Service and Platform Innovations. ; , s. 1-27
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Konferensbidrag (refereegranskat)abstract
- A focus on market orientation in order to improve firm performance has during the last decades been both well, and widely, accepted as a necessity for remaining competitive. Even though the concept has been the focus of much research, recent studies suggest that practitioners find it difficult to interpret the market orientation concept and, subsequently, find it hard to implement in their organizations. The actual implementation of market orientation is also a relatively unexplored area within marketing. The majority of research around market orientation has instead tended to focus on other issues such as to measure and link performance to the development of the actual concept rather than implementation aspects and processes.This article identifies four enabling mechanisms for the implementation of market orientation. It forwards a framework to advance understanding of the actual implementation and effects of market orientation. The framework – consisting of issues focusing on effects on an internal, a customer, and a market level – aims to increase the understanding of how a successful implementation of market orientation can be achieved.Findings are developed through an in-depth longitudinal case study of a B2B firm implementing market orientation. As such, the findings are well grounded in, and provide insights into, managers’ real challenges, as well as offering opportunities to generate new insights for academia. By studying the market orientation implementation process, four mechanisms that enable the implementation is, among other things, identified; 1) Top management as a change champion, 2) A coordinating ICT platform, 3) The redesign of the offering structure (portfolio), and 4) A multi-layered organizational structure.
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| 6. |
- Kindström, Daniel, 1974-, et al.
(författare)
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Local and regional energy companies offering energy services : Key activities and implications for the business model
- 2016
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Ingår i: Applied Energy. - : Elsevier. - 0306-2619 .- 1872-9118. ; 171, s. 491-500
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Tidskriftsartikel (refereegranskat)abstract
- Energy services play a key role in increasing energy efficiency in the industry. The key actors in these services are the local and regional energy companies that are increasingly implementing energy services as part of their market offering and developing service portfolios. Although expectations for energy services have been high, progress has so far been limited, and many companies offering energy services, including energy companies, are experiencing difficulties in implementing energy services and providing them to the market. Overall, this research examines what is needed for local and regional energy companies to successfully implement energy services (and consequently provide them to the market). In doing this, a two-stage process is used: first, we identify key activities for the successful implementation of energy services, and second, we aggregate the findings to the business model level. This research demonstrates that to succeed in implementing energy services, an energy company may need to renew parts or all of its existing product-based business model, formulate a new business model, or develop coexisting multiple business models. By discussing two distinct business model innovation processes, this research demonstrates that there can be different paths to success.
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| 7. |
- Kindström, Daniel, 1974-, et al.
(författare)
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Unraveling firm-level activities for shaping markets
- 2018
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501 .- 1873-2062. ; 68, s. 36-45
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Tidskriftsartikel (refereegranskat)abstract
- 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.
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| 8. |
- Ottosson, Mikael, 1980-, et al.
(författare)
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Exploring Proactive Niche Market Strategies in the Steel Industry : Activities and Implications
- 2016
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501 .- 1873-2062. ; 55:2016, s. 119-130
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Tidskriftsartikel (refereegranskat)abstract
- The literature has often proposed a niche market strategy as the means by which producers of commodity-based products (e.g. steel, pulp and paper, and petrochemicals) can counter increasing competition, particularly from low-cost, low-price competitors. That strategy has primarily been viewed as defensive, i.e. the weaker producer builds protective barriers around its product to fend off competition. This paper proposes, on the contrary, that niche marketing can also be used as a proactive, or even aggressive, strategy to enable a firm to outperform competitors in both profitability and growth. The use of a proactive niche market strategy in practice is examined in case studies of three global Swedish steel firms that have achieved above-average profitability over time. We propose, as a result of our analysis, the concept of the proactive niche market strategy as one that employs a mix of five key activities: focusing on the customers' customers; making the effort to become a preferred supplier early in the process; interacting with customers at multiple levels; extending the product offering by adding services; and focusing on the development of “adjacent” products, markets, and applications.
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