Organizing markets through representations in Market Research

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


The purpose of market representations is to organize mental models of markets by highlighting some of its aspects, while neglecting others. This paper offers a classification device of market representations based in the practice of market research. An interpretative exploration of what constitutes a market representation is offered. This exploration illustrates the process of objectification of what counts, or not, as a market. The typology of markets reveals six dimensions: 1) demand, 2) social environment, 3) practices, 4) business categories, 5) stakeholders, and 6) self-selected constituency of interest.
Original languageEnglish
Title of host publicationMarketing: catching the technology wave : Academy of Marketing Conference 2-5 July 2012
EditorsBev Hulbert, Paul Harrigan
Number of pages1
PublisherSouthampton Management School
Publication date04.07.2012
Publication statusPublished - 04.07.2012
MoE publication typeA4 Article in conference proceedings
Event2012 Academy of Marketing Conference - Southampton, Southampton, United Kingdom
Duration: 02.07.201205.07.2012
Conference number: 2012


  • 512 Business and Management
  • KOTA2012


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