Market-shaping phases—a qualitative meta-analysis and conceptual framework

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.

A theory of predictive sales analytics adoption

“…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).…”