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Market-shaping phases—a qualitative meta-analysis and conceptual framework

Author

Listed:
  • Alexander Flaig

    (Linköping University)

  • Daniel Kindström

    (Linköping University)

  • Mikael Ottosson

    (Linköping University)

Abstract

This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:amsrev:v:11:y:2021:i:3:d:10.1007_s13162-021-00213-z
    DOI: 10.1007/s13162-021-00213-z
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