Market representations in industrial marketing: Could representations influence strategy?

Carlos Diaz Ruiz, Christian Kowalkowski

Research output: Contribution to journalArticleScientificpeer-review

14 Citations (Scopus)


A central question in industrial marketing is whether the form in which the market of a firm is represented influences the marketing strategy. This question has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of market representations - ostensive and performative - in order to test for influence exacted in two well-established strategies in industrial marketing - service focus and product differentiation. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.
Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Issue number6
Pages (from-to)1026-1034
Number of pages9
Publication statusPublished - 2014
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Marketing
  • Industrial marketing
  • marketing strategy
  • KOTA2014
  • Marketing Logics and Strategizing


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