Projekt per år
Sammanfattning
Purpose: This paper aims to investigate two seminal market-scanning frameworks – the five-forces analysis and PESTEL environmental scanning tool – to assess their readiness for anticipating market-shaping acts. Design/methodology/approach: Drawing on the market-shaping literature that conceptualizes markets as complex adaptive systems, this conceptual paper interrogates the underlying assumptions and "blind spots" in two seminal market-scanning frameworks. The paper showcases three illustrative vignettes in which non-industry actors catalyzed market change in ways that these market-scanning frameworks would not be able to anticipate.
Findings: Marketing strategists can be "blindsided" as seminal market-scanning frameworks have either too narrow an interpretation of market change or are too broad to anticipate specific types of market-shaping acts. The assumptions about markets that underpin these market-scanning frameworks contribute to incumbents being slow to realize market-shaping acts are taking place.
Research limitations/implications: The authors extend market-scanning to include a type of managerial myopia that fails to register the socially embedded, systemic nature of complex contemporary markets. Furthermore, the paper provides an "actors-agendas-outcomes" scanning framework that offers awareness of market-shaping acts.
Originality/value: This paper is the first to consider market-scanning frameworks from a market-shaping perspective.
Findings: Marketing strategists can be "blindsided" as seminal market-scanning frameworks have either too narrow an interpretation of market change or are too broad to anticipate specific types of market-shaping acts. The assumptions about markets that underpin these market-scanning frameworks contribute to incumbents being slow to realize market-shaping acts are taking place.
Research limitations/implications: The authors extend market-scanning to include a type of managerial myopia that fails to register the socially embedded, systemic nature of complex contemporary markets. Furthermore, the paper provides an "actors-agendas-outcomes" scanning framework that offers awareness of market-shaping acts.
Originality/value: This paper is the first to consider market-scanning frameworks from a market-shaping perspective.
Originalspråk | Engelska |
---|---|
Referentgranskad vetenskaplig tidskrift | Journal of Business & Industrial Marketing |
Volym | 35 |
Nummer | 9 |
Sidor (från-till) | 1389-1401 |
Antal sidor | 13 |
ISSN | 0885-8624 |
DOI | |
Status | Publicerad - 2020 |
MoE-publikationstyp | A1 Originalartikel i en vetenskaplig tidskrift |
Nyckelord
- 512 Företagsekonomi
Fingeravtryck
Fördjupa i forskningsämnen för ”Market-scanning and market-shaping: why are firms blindsided by market-shaping acts?”. Tillsammans bildar de ett unikt fingeravtryck.-
-
Market Representations
Diaz Ruiz, C. A. (Ansvarig forskare (PI))
01.09.2010 → 31.12.2022
Projekt: Annat projekt