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Market-shaping stra...
Market-shaping strategies : A conceptual framework for generating market outcomes
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- Flaig, Alexander, 1990- (författare)
- Linköpings universitet,Företagsekonomi,Filosofiska fakulteten
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- Kindström, Daniel, 1974- (författare)
- Linköpings universitet,Industriell ekonomi,Tekniska fakulteten
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- Ottosson, Mikael, 1980- (författare)
- Linköpings universitet,Företagsekonomi,Filosofiska fakulteten
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(creator_code:org_t)
- Elsevier, 2021
- 2021
- Engelska.
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Ingår i: Industrial Marketing Management. - : Elsevier. - 0019-8501 .- 1873-2062. ; 96, s. 254-266
- Relaterad länk:
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https://doi.org/10.1...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Market shaping
- Market driving
- Market strategy
- Competitive advantage
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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