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Sökning: WFRF:(Kjellberg Hans) > (2010-2014)

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  • Harrison, Debbie, et al. (författare)
  • Segmenting a market in the making: industrial market segmentation as construction
  • 2010
  • Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501. ; 39:5, s. 784-792
  • Tidskriftsartikel (refereegranskat)abstract
    • This paper takes an empirical starting point in a claim that Biacore, a pioneering Swedish producer of affinity biosensors, was “in the enviable position of creating its own market” (Abelin, 1997). An in-depth case study traces how Biacore undertook segmentation activities while shaping the market for its new product technology, affinity biosensors. This involved stabilising the modes of exchange with customers, the product and the identity of the company. The efforts of Biacore highlight a constructive dimension of market segmentation that hitherto has received little attention. Rather than a process of describing, deciding and taking action, Biacore engaged in the gradual construction of market segments through an interactive and iterative process involving close collaboration with early users. Simultaneously, the market for the new technology gained shaped. Thus, the paper reports a ‘markets from networks’ story illustrating how the practice of segmenting a market may have consequences for that market.
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  • Helgesson, Claes-Fredrik, 1964-, et al. (författare)
  • Values and valuations in market practice
  • 2013
  • Ingår i: Journal of Cultural Economy. - : Routledge. - 1753-0350 .- 1753-0369. ; 6:4, s. 361-369
  • Tidskriftsartikel (refereegranskat)
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  • Kjellberg, Hans, et al. (författare)
  • A new perspective on market dynamics : Market plasticity and the stability–fluidity dialectics
  • 2014
  • Ingår i: Marketing Theory. - : SAGE Publications (UK and US). - 1741-301X .- 1470-5931. ; 14:3, s. 269-289
  • Tidskriftsartikel (refereegranskat)abstract
    • Several researchers have pointed out that if marketing is to develop as a discipline and contribute to solving complex business and societal challenges, it should question the neoclassical view of markets and develop its own theory of markets. Efforts in this direction indicate an emerging view of markets as dynamic, subjective, and subject to multiple change efforts. However, the neoclassical view of objective, detached, and deterministic market still influences the dominant models used to describe market change. We argue that in order to better understand market dynamics, both academics and practitioners need new concepts and constructs that go beyond existing linear process and development stage models. We seek to contribute to improved understanding of markets by studying a special characteristic of markets that enables market dynamics. Borrowing a term used by Alderson (1957: 277), we propose that markets are characterized by plasticity, that is, a “potentiality for being remolded and responding in a different way thereafter.” Even though the plasticity concept was introduced into the marketing literature nearly 60 years ago, the plastic character of markets remains underresearched. This article investigates the meaning and manifestations of market plasticity, drawing analogies from the physical, natural, and social sciences. We define market plasticity as the market’s capacity to take and retain form and propose that the dialectic between market stability and market fluidity lies at the heart of market change.
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  • Resultat 11-20 av 36

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