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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Bibliographic Details

Published in:	Journal of business research Vol. 122; pp. 38 - 50
Main Authors:	Diaz Ruiz, Carlos, Makkar, Marian
Format:	Journal Article
Language:	English
Published:	Elsevier Inc 01.01.2021 Elsevier B.V
Subjects:	Boundary objects Boundary work Business schools Market boundaries Market-shaping Marketing research Sports marketing User innovation Sports marketing Market boundaries Market-shaping Boundary objects Boundary work User innovation
ISSN:	0148-2963, 1873-7978
Online Access:	Get full text
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