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On the Marketness of Markets and Actor Clout: Market-shaping Roles

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  • Nenonen, Suvi
  • Storbacka, Kaj

Abstract

In reconnecting marketing to more plastic and malleable markets, we need more understanding about market evolution. In this research we explore how to assess the state of a market, and how the roles of a market-shaping actor vary depending on this state. We view markets as configurations of 25 interdependent elements and argue that well-functioning markets have a high degree of configurational fit between elements. The level of configurational fit describes the state of a market as a continuum from low to high marketness. The clout of a market actor to influence a market configuration is an amalgamation of the actor’s capabilities, network position and relative power. By exploring marketness and clout as contextual contingencies, we identify four market-shaping roles: market maker, market activist, market champion, and market complementor. The focus of a market-shaping actor, in terms of which elements to influence and in which order, vary significantly between roles.

Suggested Citation

  • Nenonen, Suvi & Storbacka, Kaj, 2020. "On the Marketness of Markets and Actor Clout: Market-shaping Roles," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 170-184.
    • Handle: RePEc:nms:nomsmr:10.15358/2511-8676-2020-2-3-170
    DOI: 10.15358/2511-8676-2020-2-3-170
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    1. Paluch, Stefanie & Wirtz, Jochen, 2020. "Artificial Intelligence and Robots in the Service Encounter," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(1), pages 3-8.
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    Cited by:

    1. Raithel, Sascha & Jacob, Frank & Benkenstein, Martin, 2020. "Tuning the Sounds of Service: Essays in Honour of Michael Kleinaltenkamp," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(2-3), pages 70-74.

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