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Abstract
The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. Empirically, this paper investigates how user innovation practices catalyzed the formation of four boardsport markets: surfing, kitesurfing, windsurfing, and stand-up-paddling. The findings show that consumers shape markets in three steps: (1) generating local variations of consumption practices; (2) imposing order and coherence to intermediate frames; and (3) channeling creative consumption practices into market formation. This paper contributes to the market-shaping literature by conceptualizing how consumers splinter an existing singular market into new markets. We coin the term 'market bifurcations' to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets.
Original language | English |
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Peer-reviewed scientific journal | Journal of Business Research |
Volume | 122 |
Pages (from-to) | 38-50 |
Number of pages | 13 |
ISSN | 0148-2963 |
DOIs | |
Publication status | Published - 2021 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- market-shaping
- market boundaries
- boundary work
- boundary objects
- user innovation
- sports marketing
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Activities
- 1 Oral presentation
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Bifurcations: Conceptualising adjacent markets through boundary objects
Diaz Ruiz, C. (Speaker) & Makkar, M. (Speaker)
02.12.2019Activity: Talk or presentation › Oral presentation
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