Consumption-Driven Market Emergence
Journal
Journal of Consumer Research
ISSN
0093-5301
ISSN-Digital
1537-5277
Type
journal article
Date Issued
2014-02
Author(s)
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Publisher
University of Chicago Press
Publisher place
Chicago
Volume
40
Number
5
Start page
855
End page
870
Pages
16
Subject(s)
Division(s)
Eprints ID
227799