Market representations in industrial marketing: An experimental investigation

Carlos Diaz Ruiz, Christian Kowalkowski

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


This study tests whether market representations influence marketing strategy. Through experimental design, service-oriented vs. product-oriented marketing strategies were compared according to the treatment of two types of market representations. Market representations that integrate the capabilities of an organization with the market (i.e. performative), and market representations that separate the market from the firm (i.e. ostensive) were presented as treatments. Results indicate that a service strategy is more likely when market representations are performative, and also, that a product strategy is more likely when an ostensive market representation was presented. For marketing theory, the experiment demonstrates that, under certain conditions, the form in which market views are privileged is relevant for business strategy. For industrial marketing, the experiment demonstrates that a service focus strategy is more likely adopted when market representations are destabilizing and dynamic; as opposed to product differentiation strategy which is more likely chosen when market representations are indicative and stable.
Original languageEnglish
Title of host publicationProceedings of the 29th IMP Conference
Place of PublicationAtlanta
Publication date2013
Publication statusPublished - 2013
MoE publication typeA4 Article in conference proceedings
EventIndustrial marketing and purchasing group conference 2013 - Atlanta, United States
Duration: 30.08.201303.09.2013
Conference number: 29th


  • 512 Business and Management
  • KOTA2013
  • Equis Base Room


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