Market bifurcations in board sports: How consumers shape markets through boundary work
The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows that one way in which consumers shape markets is through boundary work, as consumers make, break, an...
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| Published in: | Journal of business research Vol. 122; pp. 38 - 50 |
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| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
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Elsevier Inc
01.01.2021
Elsevier B.V |
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| ISSN: | 0148-2963, 1873-7978 |
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| Abstract | The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. Empirically, this paper investigates how user innovation practices catalyzed the formation of four boardsport markets: surfing, kitesurfing, windsurfing, and stand-up-paddling. The findings show that consumers shape markets in three steps: (1) generating local variations of consumption practices; (2) imposing order and coherence to intermediate frames; and (3) channeling creative consumption practices into market formation. This paper contributes to the market-shaping literature by conceptualizing how consumers splinter an existing singular market into new markets. We coin the term ‘market bifurcations’ to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets. |
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| AbstractList | The market-shaping literature recognizes that consumers are actors who can shape markets. However, research into the mechanisms of consumption-driven market-shaping is only emerging. This paper shows that one way in which consumers shape markets is through boundary work, as consumers make, break, and re-make the boundaries among multiple markets. Empirically, this paper investigates how user innovation practices catalyzed the formation of four boardsport markets: surfing, kitesurfing, windsurfing, and stand-up-paddling. The findings show that consumers shape markets in three steps: (1) generating local variations of consumption practices; (2) imposing order and coherence to intermediate frames; and (3) channeling creative consumption practices into market formation. This paper contributes to the market-shaping literature by conceptualizing how consumers splinter an existing singular market into new markets. We coin the term ‘market bifurcations’ to describe how a singular, seemingly cohesive consumer practice breaks down, splintering into several local variations, which can then catalyze the formation of new markets. |
| Audience | Trade Academic |
| Author | Diaz Ruiz, Carlos Makkar, Marian |
| Author_xml | – sequence: 1 givenname: Carlos surname: Diaz Ruiz fullname: Diaz Ruiz, Carlos email: c.diazruiz@auckland.ac.nz organization: Graduate School of Management, University of Auckland, Auckland, New Zealand – sequence: 2 givenname: Marian surname: Makkar fullname: Makkar, Marian email: marian.makkar@rmit.edu.au organization: School of Economics, Finance and Marketing, RMIT University, Melbourne, Australia |
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| Keywords | Sports marketing Market boundaries Market-shaping Boundary objects Boundary work User innovation |
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