On the Marketness of Markets and Actor Clout: Market-shaping Roles

Suvi Nenonen, Kaj Storbacka

Research output: Contribution to journalArticleScientificpeer-review


In reconnecting marketing to more plastic and malleable markets, we need more understanding about market evolution. In this research we explore how to assess the state of a market, and how the roles of a market-shaping actor vary depending on this state. We view markets as configurations of 25 interdependent elements and argue that well-functioning markets have a high degree of configurational fit between elements. The level of configurational fit describes the state of a market as a continuum from low to high marketness. The clout of a market actor to influence a market configuration is an amalgamation of the actor’s capabilities, network position and relative power. By exploring marketness and clout as contextual contingencies, we identify four market-shaping roles: market maker, market activist, market champion, and market complementor. The focus of a market-shaping actor, in terms of which elements to influence and in which order, vary significantly between roles.
Original languageEnglish
Peer-reviewed scientific journalJournal of Service Management Research
Issue number2-3
Pages (from-to)170-184
Number of pages15
Publication statusPublished - 2020
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • clout
  • market evolution
  • market-shaping
  • marketness
  • value co-creation

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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