 Collective market shaping by competitors and its contribution to market resilienceStefanie Beninger and June N.P. Francis Journal of Business Research, 2021, vol. 122, issue C, 293-303 Abstract: Employing an inductive approach, we found that competitors engage in market shaping, where they actively change their market through their purposeful actions. These competitors shape their market from one characterized by competition to one of collaboration when facing disturbances, ultimately contributing to market resilience, with benefits to market actors. They achieve this through engaging in unique forms of work, which we have called ‘resilience work’ and its three associated practices, namely meshing, pooling, and deploying. The competitors engage in these practices, which provide for and deploy communally pooled resources across their cultivated web of meshed relationships in the face of disturbances. The findings, which provide a model of market resilience, contribute to marketing’s emerging knowledge of competitors’ collective actions with respect to market shaping, while delineating an important outcome of market shaping, that of resilience. Keywords: Market shaping; Resilience; Market maintenance; Small-scale competitors; Qualitative research; Myanmar (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:122:y:2021:i:c:p:293-303 DOI: 10.1016/j.jbusres.2020.09.005 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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