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Unraveling firm-level activities for shaping markets
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences. (Marketing)ORCID iD: 0000-0001-5830-4849
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, Faculty of Science & Engineering.
2017 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062Article in journal (Refereed) In press
Abstract [en]

As the marketing literature increasingly construes markets as malleable entities, research studies of ‘marketshaping’strategies have gained increasing attention in recent years. Those are proactive, deliberate initiativeswhich a firm takes with the aim of re-shaping an operating environment comprising direct customers, customers'customers, and other actors such as its competitors. Our study derives a theoretical framework for marketshapingfrom the existing literature and an in-depth case study of one market-leading firm in the steel industry,which has been working actively in the shaping of a market. Analysis of the responses of a range of experiencedexecutive staff to unstructured and semi-structured interviews shows, among other things, that in order to shapethe market, the firm performed many individual and aggregated activities at three levels of influence – system,market offer and technology – with various actors in the market in focus. These findings are the basis of aproposed activity framework for the proactive shaping of a market: that is, what firms can do in order to shapean existing market, drive growth and create sustainable competitive advantage.

Place, publisher, year, edition, pages
Elsevier, 2017.
Keyword [en]
Market shaping, Market strategy, Market innovation, Practice, Case study
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-143227DOI: 10.1016/j.indmarman.2017.09.003Scopus ID: 2-s2.0-85029586626OAI: oai:DiVA.org:liu-143227DiVA: diva2:1160362
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Custoval
Available from: 2017-11-27 Created: 2017-11-27 Last updated: 2017-12-05Bibliographically approved

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The full text will be freely available from 2020-09-21 17:00
Available from 2020-09-21 17:00

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Kindström, DanielOttosson, MikaelCarlborg, Per

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
  • rtf