Journal of Consumer Research· 2013Q1
Consumption-Driven Market Emergence
- 347citations
- Q1SCImago
- 2013year
Short summary
Markets can emerge from consumer activity without direct firm involvement, driven by consumers mobilizing resources to co-create products, practices, and infrastructure.
AI-generated from the title and abstract; the full text is not read.
Key points
- Markets can emerge organically from consumer activity, independent of mainstream industry participation.
- Consumers mobilize human and nonhuman actors to co-create products, practices, and infrastructure.
- The process involves multiple translations, leading to the growth of interlinked communities of practice.
- Key roles are played by distributed innovation, embedded entrepreneurship, and market catalysts.
AI-generated from the title and abstract; the full text is not read.
Abstract
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.
The authors' abstract, as published at the source. Journal of Consumer Research, 2013 · DOI ↗
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Field: Business and International Management
Business and International ManagementBusiness, Management and Accounting