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Consumption-Driven Market Emergence

Consumption-Driven Market Emergence 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Consumption-Driven Market Emergence

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References (60)

Publisher
Oxford University Press
Copyright
© 2013 by JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/673196
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer ResearchOxford University Press

Published: Feb 1, 2014

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