IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v47y2019i4d10.1007_s11747-019-00643-z.html
   My bibliography  Save this article

Capabilities for market-shaping: triggering and facilitating increased value creation

Author

Listed:
  • Suvi Nenonen

    (The University of Auckland Business School)

  • Kaj Storbacka

    (The University of Auckland Business School)

  • Charlotta Windahl

    (The University of Auckland Business School)

Abstract

Applying grounded theory, we comprehensively categorize capabilities needed for market-shaping and synthesize them into a conceptual framework that describes the process and its outcomes. We establish that in order to improve value creation in a market, market-shapers must consider a larger system of relevant stakeholders, recognize the institutional arrangements governing their behaviors, and foster new resource linkages within and across stakeholders. Based on our analysis, we identify eight triggering capabilities, which generate new intra- and inter-stakeholder resource linkages by directly influencing various characteristics of the market, and four facilitating capabilities, which enable market-shaping by discovering the value potential of new resource linkages and augment the impact of the triggering capabilities by mobilizing relevant resources. We show that triggering capabilities are context-specific, whereas facilitating capabilities are generic. We conclude that there are performance outcomes of market-shaping not only for the shaping firm, but also for other stakeholders, and at overall market level.

Suggested Citation

  • Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:4:d:10.1007_s11747-019-00643-z
    DOI: 10.1007/s11747-019-00643-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-019-00643-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-019-00643-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kumar, Nirmalya & Scheer, Lisa & Kotler, Philip, 2000. "From market driven to market driving," European Management Journal, Elsevier, vol. 18(2), pages 129-142, April.
    2. Alvin E. Roth, 2009. "What Have We Learned from Market Design?," Innovation Policy and the Economy, University of Chicago Press, vol. 9(1), pages 79-112.
    3. Hui Feng & Neil A. Morgan & Lopo L. Rego, 2017. "Firm capabilities and growth: the moderating role of market conditions," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 76-92, January.
    4. Dennis A. Gioia & Kumar Chittipeddi, 1991. "Sensemaking and sensegiving in strategic change initiation," Strategic Management Journal, Wiley Blackwell, vol. 12(6), pages 433-448, September.
    5. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    6. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    7. Teece, David J., 2016. "Dynamic capabilities and entrepreneurial management in large organizations: Toward a theory of the (entrepreneurial) firm," European Economic Review, Elsevier, vol. 86(C), pages 202-216.
    8. Jeff S. Johnson & Ravipreet S. Sohi, 2016. "Understanding and resolving major contractual breaches in buyer–seller relationships: a grounded theory approach," Journal of the Academy of Marketing Science, Springer, vol. 44(2), pages 185-205, March.
    9. Jonathan Bundy & Ryan M. Vogel & Miles A. Zachary, 2018. "Organization–stakeholder fit: A dynamic theory of cooperation, compromise, and conflict between an organization and its stakeholders," Strategic Management Journal, Wiley Blackwell, vol. 39(2), pages 476-501, February.
    10. Nina Granqvist & Stine Grodal & Jennifer L. Woolley, 2013. "Hedging Your Bets: Explaining Executives' Market Labeling Strategies in Nanotechnology," Organization Science, INFORMS, vol. 24(2), pages 395-413, April.
    11. Sharon A. Alvarez & Jay B. Barney, 2007. "The Entrepreneurial Theory of the Firm," Journal of Management Studies, Wiley Blackwell, vol. 44(7), pages 1057-1063, November.
    12. Storbacka, Kaj & Brodie, Roderick J. & Böhmann, Tilo & Maglio, Paul P. & Nenonen, Suvi, 2016. "Actor engagement as a microfoundation for value co-creation," Journal of Business Research, Elsevier, vol. 69(8), pages 3008-3017.
    13. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    14. David J. Teece, 2007. "Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance," Strategic Management Journal, Wiley Blackwell, vol. 28(13), pages 1319-1350, December.
    15. David J. Collis, 1994. "Research Note: How Valuable are Organizational Capabilities?," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 143-152, December.
    16. Damian Hine & Rachel Parker & Lisette Pregelj & Martie-Louise Verreynne, 2014. "Deconstructing and reconstructing the capability hierarchy," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 23(5), pages 1299-1325.
    17. Jeroen Struben & Brandon H. Lee, 2018. "Collective Action, Networks, and Critical Mass for Market Formation," Post-Print hal-02312207, HAL.
    18. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    19. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    20. Ron Adner & Rahul Kapoor, 2010. "Value creation in innovation ecosystems: how the structure of technological interdependence affects firm performance in new technology generations," Strategic Management Journal, Wiley Blackwell, vol. 31(3), pages 306-333, March.
    21. Matthew Alexander & Elina Jaakkola & Linda Hollebeek, 2018. "Zooming out: actor engagement beyond the dyadic," Post-Print hal-02008939, HAL.
    22. Daiane Scaraboto & Eileen Fischer, 2013. "Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(6), pages 1234-1257.
    23. Teece, David J., 2011. "Dynamic Capabilities and Strategic Management: Organizing for Innovation and Growth," OUP Catalogue, Oxford University Press, number 9780199691906, Decembrie.
    24. Zahra, Shaker A. & Nambisan, Satish, 2012. "Entrepreneurship and strategic thinking in business ecosystems," Business Horizons, Elsevier, vol. 55(3), pages 219-229.
    25. Christopher B. Bingham & Kathleen M. Eisenhardt, 2008. "Position, leverage and opportunity: a typology of strategic logics linking resources with competitive advantage," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 29(2-3), pages 241-256.
    26. G. Tomas M. Hult & David J. Ketchen, 2017. "Disruptive marketing strategy," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 20-25, June.
    27. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    28. Giovanni Gavetti & Constance E. Helfat & Luigi Marengo, 2017. "Searching, Shaping, and the Quest for Superior Performance," Strategy Science, INFORMS, vol. 2(3), pages 194-209, September.
    29. Bernard J. Jaworski & Ajay K. Kohli, 2017. "Conducting field-based, discovery-oriented research: lessons from our market orientation research experience," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 4-12, June.
    30. Alvarez, Sharon A., 2007. "Entrepreneurial rents and the theory of the firm," Journal of Business Venturing, Elsevier, vol. 22(3), pages 427-442, May.
    31. Brandon H. Lee & Jeroen Struben & Christopher B. Bingham, 2018. "Collective action and market formation: An integrative framework," Strategic Management Journal, Wiley Blackwell, vol. 39(1), pages 242-266, January.
    32. Steven A. Lippman & Richard P. Rumelt, 2003. "A bargaining perspective on resource advantage," Strategic Management Journal, Wiley Blackwell, vol. 24(11), pages 1069-1086, November.
    33. Diane M. Martin & John W. Schouten, 2014. "Consumption-Driven Market Emergence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(5), pages 855-870.
    34. Julie Battilana & Bernard Leca & Eva Boxenbaum, 2009. "How actors change institutions : Towards a theory of institutional entrepreneurship," Post-Print hal-00576509, HAL.
    35. Rajshree Agarwal & Barry L. Bayus, 2002. "The Market Evolution and Sales Takeoff of Product Innovations," Management Science, INFORMS, vol. 48(8), pages 1024-1041, August.
    36. Brandon H. Lee & Jeroen Struben & Christopher B. Bingham, 2018. "Collective Action and Market Formation : An Integrative Framework," Post-Print hal-02312054, HAL.
    37. Caterina Tantalo & Richard L. Priem, 2016. "Value creation through stakeholder synergy," Strategic Management Journal, Wiley Blackwell, vol. 37(2), pages 314-329, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    2. Jeroen Struben & Brandon H. Lee & Christopher B. Bingham, 2020. "Collective Action Problems and Resource Allocation During Market Formation," Post-Print hal-02927584, HAL.
    3. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    4. Jeroen Struben & Brandon H. Lee & Christopher B. Bingham, 2020. "Collective Action Problems and Resource Allocation During Market Formation," Strategy Science, INFORMS, vol. 5(3), pages 245-270, September.
    5. Thompson-Whiteside, Helen & Fletcher-Brown, Judith & Middleton, Karen & Turnbull, Sarah, 2023. "Emergence in emergency: How actors adapt to service ecosystem disruption," Journal of Business Research, Elsevier, vol. 162(C).
    6. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    7. Viglia, Giampaolo & Pera, Rebecca & Dyussembayeva, Shynar & Mifsud, Matthieu & Hollebeek, Linda D., 2023. "Engagement and value cocreation within a multi-stakeholder service ecosystem," Journal of Business Research, Elsevier, vol. 157(C).
    8. Constance E. Helfat & Aseem Kaul & David J. Ketchen & Jay B. Barney & Olivier Chatain & Harbir Singh, 2023. "Renewing the resource‐based view: New contexts, new concepts, and new methods," Strategic Management Journal, Wiley Blackwell, vol. 44(6), pages 1357-1390, June.
    9. Elizabeth G. Pontikes & Violina P. Rindova, 2020. "Shaping Markets Through Temporal, Constructive, and Interactive Agency," Strategy Science, INFORMS, vol. 5(3), pages 149-159, September.
    10. Heiko Wieland & Angeline Nariswari & Melissa Archpru Akaka, 2021. "On managerial relevance: reconciling the academic-practitioner divide through market theorizing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 252-271, December.
    11. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    12. Breidbach, Christoph F. & Tana, Silviana, 2021. "Betting on Bitcoin: How social collectives shape cryptocurrency markets," Journal of Business Research, Elsevier, vol. 122(C), pages 311-320.
    13. Jan Frederic Nerbel & Markus Kreutzer, 2023. "Digital platform ecosystems in flux: From proprietary digital platforms to wide-spanning ecosystems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-20, December.
    14. Corsaro, Daniela, 2022. "Explaining the Sales Transformation through an institutional lens," Journal of Business Research, Elsevier, vol. 142(C), pages 1106-1124.
    15. Hirokazu Kano, 2021. "The dilemma and its solution of deep uncertainty in the dynamic capabilities framework: Insights from modern Austrian economics," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(3), pages 605-611, April.
    16. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    17. Fred Strønen & Thomas Hoholm & Kari Kværner & Linn Nathalie Støme, 2017. "Dynamic capabilities and innovation capabilities: The case of the ‘Innovation Clinic’," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 13(1), pages 89-116.
    18. Francesco Polese & Debora Sarno & Orlando Troisi & Mara Grimaldi, 2018. "From B2B to A4A: An Integrated Framework for Viable Value Co-Creation," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(3), pages 135-161.
    19. Schriber, Svante & Löwstedt, Jan, 2020. "Reconsidering ordinary and dynamic capabilities in strategic change," European Management Journal, Elsevier, vol. 38(3), pages 377-387.
    20. Shon R. Hiatt & W. Chad Carlos & Wesley D. Sine, 2018. "Manu Militari : The Institutional Contingencies of Stakeholder Relationships on Entrepreneurial Performance," Organization Science, INFORMS, vol. 29(4), pages 633-652, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:47:y:2019:i:4:d:10.1007_s11747-019-00643-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.