@article{2020:nenonen:on_the_mar,
title = {On the Marketness of Markets and Actor Clout: Market-shaping Roles},
year = {2020},
note = {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.},
journal = {SMR - Journal of Service Management Research},
pages = {170--184},
author = {Nenonen, Suvi and Storbacka, Kaj},
volume = {4},
number = {2-3}
}