Market bifurcations in board sports: How consumers shape markets through boundary work

Carlos Diaz Ruiz*, Marian Makkar

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Volym122
Sidor (från-till)38-50
Antal sidor13
ISSN0148-2963
DOI
StatusPublicerad - 2021
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Fingeravtryck

Fördjupa i forskningsämnen för ”Market bifurcations in board sports: How consumers shape markets through boundary work”. Tillsammans bildar de ett unikt fingeravtryck.

Citera det här