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Composing markets: A framework of intentionality in market-shaping

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  • Hawa, Joelle
  • Baker, Jonathan
  • Plewa, Carolin

Abstract

Successful market-shaping that leads to the creation, transformation, or maintenance of markets has primarily been conceptualized as resulting from the future-oriented intentions of single market actors. Scholars have paid less attention to other forms of intentions or combination of actors, despite their potential to also contribute to market-shaping. Therefore, this conceptual study draws on the philosophy of action and institutional theory to construct a broader definition of market-shaping and advance extant knowledge. The proposed framework of intentionality in market-shaping features two main dimensions: temporality (present or future orientation of intentions) and membership (individual actors or groups). It thus reveals four theoretically distinct forms of intention in market-shaping: conducting, choiring, practicing, and jamming, and outlines how the dynamic nature of intentions inform market-shaping activities. The paper concludes by offering theoretical and managerial implications and a research agenda.

Suggested Citation

  • Hawa, Joelle & Baker, Jonathan & Plewa, Carolin, 2020. "Composing markets: A framework of intentionality in market-shaping," Journal of Business Research, Elsevier, vol. 121(C), pages 47-57.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:47-57
    DOI: 10.1016/j.jbusres.2020.08.013
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    References listed on IDEAS

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    Cited by:

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    3. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.

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