Market-shaping: navigating multiple theoretical perspectives

Nenonen, Suvi; Storbacka, Kaj

doi:10.1007/s13162-021-00209-9

Cited by 19 publications

(12 citation statements)

References 184 publications

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“…Hereby, the appended papers that have further conceptualized and provided new empirical insights into market-shaping strategies are examined from the perspective of a market, nonmarket, integrated and meta-strategy to reduce the concept's theoretical and conceptual ambiguity and enhance our conceptual and empirical knowledge of how marketshaping strategies are construed and employed. This is in line with calls to further synthesize and organize the market-shaping phenomenon (Jaworski & Kohli, 2017;Nenonen & Storbacka, 2021) as well as calls for additional research on market-shaping strategies (Kindström, Ottosson, & Carlborg, 2018;Rindova & Courtney, 2020;Storbacka, Nenonen, Peters, et al, 2022).…”

Section: Research Purpose and Research Questionsmentioning

confidence: 57%

“…Adding to this fuzziness is the implicit view underlying market-shaping literature that any activity can have the potential to cause market change, making the phenomenon near-universal (Storbacka et al, 2022). This nearuniversality is also reflected by the phenomenon's theoretical and conceptual diversity (Nenonen & Storbacka, 2021) and despite initial efforts contributing to the notion of marketshaping strategies (e.g. Kindström et al, 2018;Patvardhan & Ramachandran, 2020), market-shaping strategies remain conceptually and empirically underdeveloped.…”

Section: Research Purpose and Research Questionsmentioning

confidence: 99%

“…In the past decades, the phenomenon of market-shaping has been investigated from a multitude of theoretical and disciplinary perspectives (Nenonen & Storbacka, 2021) under different terms such as market-shaping Pontikes & Rindova, 2020), market driving (Jaworski, Kohli, & Sahay, 2000;Jaworski, Kohli, & Sarin, 2020), market scripting (Storbacka & Nenonen, 2011), artificial evolution (Patvardhan & Ramachandran, 2020), market innovation (Sprong, Driessen, Hillebrand, et al, 2021) or simply as shaping strategy (Courtney, Viguerie, & Kirkland, 1997;Helfat, 2021). Contrary to classical market conceptualizations (e.g.…”

Section: Introductionmentioning

confidence: 99%

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Market-Shaping as Meta-Strategy : A Strategy of Strategies

Flaig

2023

Linköping Studies in Arts and Sciences

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Markets are increasingly perceived as malleable systems constituted by actors that endogenously generate and shape the market. This view extends the traditional market view beyond the buyer-seller dyad and encompasses both directly market-related actors such as companies, suppliers, and buyers but also nonmarket actors such as regulators, lobbyists, journalists, activists, and the wider public. This alternative view has led to the emergence of market-shaping strategies, which refer to a focal company's deliberate efforts to alter market characteristics, such as price levels or nonmarket elements, such as regulations, in its favor.Most descriptions of market-shaping strategies suggest that they influence both the market and nonmarket environments synergistically, and thus resemble the concept of an integrated strategy. However, given the systemic nature of markets, a company shaping a market may need to combine intended actions aimed at realizing the focal company's market-shaping vision and emergent actions as response to emerging system dynamics. This implies that a marketshaping strategy may be constituted by different strategies with different but synergistic goals unified by the overarching goal of realizing the focal company's market-shaping goal. In other words, a market-shaping strategy may be a strategy of strategies -a meta-strategy.Moreover, previous research has indicated the significant potential of market-shaping strategies to improve the financial performance of companies as well as the overall market performance by increasing market size, market growth and value creation. However, despite this potential, the notion of market-shaping strategies has remained conceptually and empirically underdeveloped.This dissertation seeks to improve our understanding of market-shaping strategies by analyzing the constituent dimensions of market-shaping strategies and by presenting new empirical insights into how such strategies are employed. Hereby, two papers synthesize extant literature on market-shaping to analyze and conceptualize the underlying process of market-shaping strategies as well as a typology of distinct market-shaping strategies. The other two papers provide new empirical evidence concerning the employment of market-shaping strategies by investigating the influence of market-shaping roles and capabilities on the market-shaping efforts of a focal company. I would also like to thank all the people I met abroad that made my stays in Auckland, Adelaide and Perth unforgettable. Thank you, Julia Fehrer, for inviting me to visit the Auckland Business VIII School and the great time I've had there! Here, I would also like to thank you, Stefano Pascucci, it was a true pleasure to meet you and listen to your wisdom! Thank you, Jonathan Baker, for inviting me to the University of Adelaide and the great conversations we have had and are still having! Thank you Valtteri Kaartemo for being so welcoming and open to new ideas! I would also like to thank all the people that were indirectly part of my journey. Thank ...

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Section: Research Purpose and Research Questionsmentioning

confidence: 57%

Section: Research Purpose and Research Questionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Market-Shaping as Meta-Strategy : A Strategy of Strategies

Flaig

2023

Linköping Studies in Arts and Sciences

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“…That is, our model does not account for how new PSA applications may leverage diverse data sources to create innovations that may transform markets and, as such, does not take a dynamic, iterative, and longitudinal perspective on market development. Thus, future research should incorporate the idea of market shaping in the PSAA model as an essential outcome of sales employees' PSA adoption (Flaig et al, 2021;Nenonen & Storbacka, 2021;Nenonen et al, 2019). This idea is inexorably intertwined with how sales employees' PSA adoption relates to innovation in general and value creation for customers in particular (Ozkok et al, 2019).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

A theory of predictive sales analytics adoption

Habel

Alavi²,

Heinitz³

2023

AMS Rev

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Given the pervasive ubiquity of data, sales practice is moving rapidly into an era of predictive analytics, using quantitative methods, including machine learning algorithms, to reveal unknown information, such as customers’ personality, value, or churn probabilities. However, many sales organizations face difficulties when implementing predictive analytics applications. This article elucidates these difficulties by developing the PSAA model—a conceptual framework that explains how predictive sales analytics (PSA) applications support sales employees’ job performance. In particular, the PSAA model conceptualizes the key contingencies governing how the availability of PSA applications translates into adoption of these applications and, ultimately, job performance. These contingencies determine the extent to which sales employees adopt these applications to revise their decision-making and the extent to which these updates improve the decision outcome. To build the PSAA model, we integrate literature on predictive analytics and machine learning, technology adoption, and marketing capabilities. In doing so, this research provides a theoretical frame for future studies on salesperson adoption and effective utilization of PSA.

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“…Les recherches inspirées par l'ANT, menées en sociologie comme en sciences de gestion, sont vectrices d'une contribution spécifique à l'analyse des innovations marchandes. Pour véritablement le montrer, il conviendrait de comparer les apports de ces travaux avec ceux de corpus inspirés par d'autres références théoriques (pour un premier effort dans ce sens, voir Nenonen et Storbacka, 2021). A défaut de mener cette comparaison systématique, nous pouvons d'ores et déjà souligner les proximités et différences avec les recherches en sciences de gestion inspirées par la sociologie néo-institutionnelle (par exemple, Weber et al, 2008 ;Humphreys, 2010 ;Mair et al, 2012).…”

Section: Bilan Et Implications 1 Apports Et Critiques Du Cadre D'anal...unclassified

L’innovation marchande à la lumière de la théorie de l’acteur-réseau

Velly

2021

Rev. Fr. Gest.

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Dans cet article de synthèse, l’auteur explique que l’ancrage dans la théorie de l’acteur-réseau amène à concevoir l’innovation marchande comme une reconfiguration conjointe des différentes composantes sociotechniques du marché. Il distingue ensuite huit processus de « cadrage » identifiés dans la littérature et propose ainsi une grammaire des pratiques concrètes de constitution des marchés innovants. Il précise enfin les apports et limites de cette perspective et en souligne les implications managériales.

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Market-shaping: navigating multiple theoretical perspectives

Cited by 19 publications

References 184 publications

Market-Shaping as Meta-Strategy : A Strategy of Strategies

Market-Shaping as Meta-Strategy : A Strategy of Strategies

A theory of predictive sales analytics adoption

L’innovation marchande à la lumière de la théorie de l’acteur-réseau

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