How users shape markets

Abstract

The purpose of this paper is to elaborate conceptually on the user-market relationship. Existing research reports a limited user-market relationship, which simultaneously exaggerates and underplays user influence on markets. Assuming a constructivist market studies perspective, we argue that the scope of the user-market relationship is broader than developing offers and uses. We conceptualise market shaping as five inter-related sub-processes in which users may be involved as agents: qualifying goods, fashioning modes of exchange, configuring actors, establishing market norms and generating market representations. The extent of user influence in these sub-processes is likely to vary both within a specific market and across markets. By identifying conditions conducive to user involvement in each sub-process, we lay the foundation for empirical research into how users shape markets.

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