Consumption-Driven Market Emergence
By Diane M. Martin, J. Schouten. 2014
326 citations recorded by the source corpus.
New market development is well theorized from a firm-centered perspective, but research has paid scant attention to the emergence of markets from consumption activity. The exceptions conceptualize market emergence as a product of consumer struggle against prevailing market logics. This study develops a model of consumption-driven market emergence in harmony with existing market offerings. Using ethnographic methods and actor-network theory the authors chronicle the emergence of a new market within the motorcycle industry that develops with neither active participation nor interference from mainstream industry players. Findings reveal a process of multiple translations wherein consumers mobilize human and nonhuman actors to co-constitute products, practices, and infrastructures. These drive the growth of interlinked communities of practice, which ultimately are translated into a fully functioning market. The study highlights the roles of distributed innovation and diffusion, embedded entrepreneurship, and market catalysts in processes of market change and development.
Subfields: Business and International Management, Sociology and Political Science, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/1e265e222cd556e3130d9870ef8c1f6b9bb049bc
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In Sociology and Political Science
In Strategy and Management
Citations in the corpus
- Collaborative Market Driving: How Peer Firms Can Develop Markets Through Collective Action (2020, background): “This consumer-led origin makes craft beer a market that grew from amateurs’ entrepreneurial deeds (Martin and Schouten 2014).”
- Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach (2018, background): “…increasingly broad range of consumption, consumer culture, and marketing topics (Canniford and Bajde 2016; Canniford and Shankar 2013; Epp and Velageleti 2014; Giesler 2012; Kozinets, Patterson, and Ashman 2017; Martin and Schouten 2014; Parmentier and Fischer 2015; Thomas, Price, and Schau 2013).”
- Timeflow: How Consumption Practices Shape Consumers' Temporal Experiences (2015, background): “…products such as movies, services like rafting (Arnould and Price 1993), and sports such as skydiving (Celci, Rose, and Leigh 1993) or motocross (Martin and Schouten 2014) purposefully induce sudden changes in pace or tempo that keep consumers captivated without stressing them too much.”