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Collective market shaping by competitors and its contribution to market resilience

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  • Beninger, Stefanie
  • Francis, June N.P.

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.

Suggested Citation

  • Beninger, Stefanie & Francis, June N.P., 2021. "Collective market shaping by competitors and its contribution to market resilience," Journal of Business Research, Elsevier, vol. 122(C), pages 293-303.
    • Handle: RePEc:eee:jbrese:v:122:y:2021:i:c:p:293-303
    DOI: 10.1016/j.jbusres.2020.09.005
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    1. Beninger, Stefanie & Francis, June N.P., 2022. "Resources for business resilience in a COVID-19 world: A community-centric approach," Business Horizons, Elsevier, vol. 65(2), pages 227-238.
    2. Gebhardt, Maximilian & Spieske, Alexander & Kopyto, Matthias & Birkel, Hendrik, 2022. "Increasing global supply chains’ resilience after the COVID-19 pandemic: Empirical results from a Delphi study," Journal of Business Research, Elsevier, vol. 150(C), pages 59-72.
    3. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    4. Antolín-López, Raquel & Jerez-Gómez, Pilar & Rengel-Rojas, Susana B., 2022. "Uncovering local communities’ motivational factors to partner with a nonprofit for social impact: A mixed-methods approach," Journal of Business Research, Elsevier, vol. 139(C), pages 564-583.
    5. Benmecheddal, Ahmed & Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2023. "The micro dynamics of participation in collective market work: The case of Community-Supported Agriculture in France," Journal of Business Research, Elsevier, vol. 157(C).
    6. Iftikhar, Anas & Purvis, Laura & Giannoccaro, Ilaria, 2021. "A meta-analytical review of antecedents and outcomes of firm resilience," Journal of Business Research, Elsevier, vol. 135(C), pages 408-425.
    7. Meinhold, Kathrin & Dumenu, William Kwadwo & Darr, Dietrich, 2022. "Connecting rural non-timber forest product collectors to global markets: The case of baobab (Adansonia digitata L.)," Forest Policy and Economics, Elsevier, vol. 134(C).

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