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

Suvi Nenonen, Kaj Storbacka

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Service Management Research
Volym4
Utgåva2-3
Sidor (från-till)170-184
Antal sidor15
ISSN2511-8676
DOI
StatusPublicerad - 2020
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Globala mål för hållbar utveckling (SDG)

  • Mål 09: Hållbar industri, innovationer och infrastruktur

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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