Market-shaping phases—a qualitative meta-analysis and conceptual framework

Alexander Flaig (), Daniel Kindström () and Mikael Ottosson ()
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Alexander Flaig: Linköping University
Daniel Kindström: Linköping University
Mikael Ottosson: Linköping University

AMS Review, 2021, vol. 11, issue 3, No 11, 354-374

Abstract: 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 framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.

Keywords: Market-shaping; Qualitative meta-analysis; Shaping markets; Market driving; Market innovation; Market creation; Market strategy (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s13162-021-00213-z

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