Market-shaping strategies: A conceptual framework for generating market outcomes

Flaig, Alexander; Kindström, Daniel; Ottosson, Mikael

doi:10.1016/j.indmarman.2021.06.004

Cited by 40 publications

(23 citation statements)

References 106 publications

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“…reactive) to categorize different CSR approaches. This theoretical angle builds on the solid and growing body literature on market driving/market shaping (Flaig et al, 2021;Ghauri et al, 2008Ghauri et al, , 2016Humphreys and Carpenter, 2018;Jaworski et al, 2020) and proactive/reactive market orientation (e.g. Narver et al, 2004;Slater and Narver, 1999), which we have integrated to argue that markets can be shaped for social change.…”

Section: Implementation Of Csr In Developing Marketsmentioning

confidence: 99%

“…, 2000). Changing customers and other stakeholders' behaviours helps a firm to create new markets (Hamel and Prahalad, 1994) or shape the existing ones (Flaig et al. , 2021; Kindström et al.…”

Section: Theoretical Underpinningsmentioning

confidence: 99%

“…Recent research has broadened the focus from market driving to market shaping, the latter being viewed as a purposeful strategy allowing a firm to increase competitiveness, co-create value with multiple stakeholders and create new opportunities for the focal firm and its stakeholders (Flaig et al ., 2021). However, few studies have shown how firms can transform markets for social change and sustainable growth (e.g.…”

Section: Theoretical Underpinningsmentioning

confidence: 99%

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Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets

Tarnovskaya

Tolstoy

Hånell

2022

IMR

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PurposeThe purpose of this study is to conduct a systematic literature review that illuminates the current state of knowledge regarding the specific approaches by which multinational corporations (MNCs) implement corporate social responsibility (CSR) on the subsidiary level in developing countries.Design/methodology/approachEven though substantial scholarly work has been made to outline MNCs' activities in developing countries, this literature remains fragmented. To support the field in its theoretical as well as empirical advancements, this study conducts a systematic review of this body of literature and content analysis of relevant articles using insights from strategic marketing literature (market driving/proactive and market-driven/reactive approaches).FindingsThe authors synthesize our findings by presenting a taxonomy of proactive/reactive CSR approaches in developing markets along with propositions that can guide future research in this area.Originality/valueAmong the key contributions of this study's literature review is the development of a taxonomy of proactive/reactive CSR, bringing together different and fragmented streams of research and viewing them from strategic marketing (“proactive/reactive”) perspective. The taxonomy and the two ensuing propositions can advance future CSR-related studies with MNCs in focus by providing both theoretical and empirical guidance.

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Section: Implementation Of Csr In Developing Marketsmentioning

confidence: 99%

Section: Theoretical Underpinningsmentioning

confidence: 99%

Section: Theoretical Underpinningsmentioning

confidence: 99%

See 1 more Smart Citation

Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets

Tarnovskaya

Tolstoy

Hånell

2022

IMR

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“…Based on an analysis of the implementation objectives of a market-shaping strategy related to competitive advantage, Flaig et al (2021) described the concept of a two-dimensional framework and four configurations of the results. Two dimensions refer to the ability of market actors to view and analyze the market and the strategic aims and objectives of the actors, which will influence the direction and methods used.…”

Section: Market-shapingmentioning

confidence: 99%

Contemporary Research on Management and Business

Noviaristanti¹

2022

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This year, ISCRBM focused on research related to driving sustainable business through innovation. Business has had to deal with the COVID-19 pandemic, so a new approach towards managing business to survive competition is indispensable. Innovation is the key for all organizations in surviving in the new normal and beyond. The Seminar aimed to provide a forum for leading scholars, academics, researchers, and practitioners in the business and management area to reflect on the issues, challenges and opportunities, and to share the latest innovative research and best practices. This seminar brought together participants to exchange ideas on the future development of management disciplines: human resource, marketing, operation, finance, strategic management and entrepreneurship.

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“…public procurement), or indirectly through taxes, subsidies, regulations, and influence (e.g., information campaigns) (OFT 2009). Finally, the market-shaping literature has identified four outcome levels based on "market maintenance", "market widening", "market creation", and "market innovation" (Flaig, Kindström, and Ottosson 2021).…”

Section: Framing the Market-shaping Literaturementioning

confidence: 99%

Lessons Learned from Market Shaping Interventions to Stimulate Vaccine Production in LMIC

Quak¹

2021

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This rapid review synthesises the literature from academic, policy, and knowledge institution sources on the lessons learned on how market shaping tools can be used to stimulate vaccine production in low- and middle-income countries (LMICs) with a focus on Africa. The purpose is to learn from these interventions in the context of shaping the vaccine markets in Africa to become less dependent on imports and to stimulate local production of vaccines. The rapid review concludes that it is the combination of market shaping tools (supply and demand sides) with efforts to mobilise resources and a clear industrial policy and strategy with long-term political commitment that is needed to develop fully integrated vaccine facilities in LMICs at the national and regional levels. These facilities or “vaccine manufacturing networks” in LMICs, particularly in Africa, need to sell below their production cost for many years after entering the market. This is because they compete within well-established global vaccine markets to which the low-income countries have access through pooled procurement mechanisms. This means that governments in low-income countries have arguably good access to affordable but imported vaccines while needing heavy investment and subsidies to develop competitive vaccine manufacturers. The literature on market-shaping is mainly conceptual without mentioning much empirical evidence. It has a bias on firms and presumes firm strategies to shape markets for their own benefit. The literature often underestimates the role that governments play in shaping markets. As such, this rapid review relies on other sources to investigate the interventions by governments to shape markets and how donors could support these governments in their efforts.

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Market-shaping strategies: A conceptual framework for generating market outcomes

Cited by 40 publications

References 106 publications

Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets

Drivers or passengers? A taxonomy of multinationals’ approaches to corporate social responsibility implementation in developing markets

Contemporary Research on Management and Business

Lessons Learned from Market Shaping Interventions to Stimulate Vaccine Production in LMIC

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