Understanding Market Transformation: How Firms Create Customer Demand

Michael Hartmann and Matthias Wenzel

Journal of Competences, Strategy & Management, 2019, vol. 10, 33-54

Abstract: The research addressing how firms master long-term success in dynamic environments has highlighted the important role of dynamic capabilities as an enabler for responding to market transformation. However, less attention has been devoted to how firms may shape such transformations by creating customer demand. In this paper, we explore how firms realize the creation of customer demand. Our qualitative study in the field of industrial sales contributes to the literature on dynamic capabilities by showing how a “market-shaping capability” comes into being through interactions between frontline employees and customers.

Keywords: Market transformation; market-shaping capabilities; dynamic capabilities; industrial sales; qualitative research (search for similar items in EconPapers)
JEL-codes: M15 O30 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.buchhandel.de/buch/9783957103390 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rai:jcsman:jcsman-2019-03

Ordering information: This journal article can be ordered from
Rainer Hampp Verlag, Vorderer Lech 35, 86150 Augsburg, Germany
http://www.hampp-verlag.de/

Access Statistics for this article

Journal of Competences, Strategy & Management is currently edited by Prof. Dr. Klaus Bellmann, University of Mainz, Germany, Prof. Dr. Christoph Burmann, University of Bremen, Germany, Prof. Dr. Jörg Freiling, University of Bremen, Germany (Editor-in-Chief), Prof. Dr. Hans-Georg Gemünden, Technical University of Berlin, Germany, Prof. Dr. Wolfgang H. Güttel, University of Linz, Austria, Prof. Dr. Hans H. Hinterhuber, University of Innsbruck, Austria, Interim Prof. Dr. Sven M. Laudien, University of Magdeburg, Germany, Prof. Dr. Dietrich von der Oelsnitz, Technical University of Braunschweig, Germany, Prof. Dr. Heike Proff, University of Duisburg-Essen, Germany, Prof. Dr. Christoph Rasche, University of Potsdam, Germany, Prof. Dr. Michael Stephan, University of Marburg, Germany and Prof. Dr. Erich Zahn, University of Stuttgart, Germany

More articles in Journal of Competences, Strategy & Management from Rainer Hampp Verlag
Bibliographic data for series maintained by Rainer Hampp ( this e-mail address is bad, please contact ).