2021
DOI: 10.1007/s13162-021-00213-z
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Market-shaping phases—a qualitative meta-analysis and conceptual framework

Abstract: This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual fr… Show more

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Cited by 17 publications
(1 citation statement)
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References 115 publications
(247 reference statements)
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“…That is, our model does not account for how new PSA applications may leverage diverse data sources to create innovations that may transform markets and, as such, does not take a dynamic, iterative, and longitudinal perspective on market development. Thus, future research should incorporate the idea of market shaping in the PSAA model as an essential outcome of sales employees' PSA adoption (Flaig et al, 2021;Nenonen & Storbacka, 2021;Nenonen et al, 2019). This idea is inexorably intertwined with how sales employees' PSA adoption relates to innovation in general and value creation for customers in particular (Ozkok et al, 2019).…”
Section: Theoretical Implicationsmentioning
confidence: 99%
“…That is, our model does not account for how new PSA applications may leverage diverse data sources to create innovations that may transform markets and, as such, does not take a dynamic, iterative, and longitudinal perspective on market development. Thus, future research should incorporate the idea of market shaping in the PSAA model as an essential outcome of sales employees' PSA adoption (Flaig et al, 2021;Nenonen & Storbacka, 2021;Nenonen et al, 2019). This idea is inexorably intertwined with how sales employees' PSA adoption relates to innovation in general and value creation for customers in particular (Ozkok et al, 2019).…”
Section: Theoretical Implicationsmentioning
confidence: 99%