Over the past three decades, a rapidly expanding academic literature has investigated how
new markets are created and how existing markets are transformed, phenomena this article …

In this study, we argue for a redefining of the consumer's role in market innovation and
suggest new patterns of consumer adoption and diffusion of market innovations. In studying …

Firms often aim to develop markets as part of their long-term strategies. Conventionally,
research in marketing has explained this complex process by stressing firms' efforts to outdo …

We identify four market-sha** strategies and their related activities that enable a focal
market actor to work towards specific market outcomes. The conceptual framework provides …

There is increasing interest in the marketing discipline to adopt an institutional perspective
when examining markets. This requires seeing markets as complex systems that evolve …

This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in
marketing and charts promising future avenues for research and marketing practices …

The use of gender stereotypes has long been a common creative strategy used by
practitioners in advertising portrayals, leading to concern over the individual and societal …

Abstract Research into 'market-sha**'–the deliberate sha** by firms and other actors of
market behavior, structures, expectations and practices–has primarily taken either system …

In this article, we theorize how marketplace objects and their properties facilitate market
legitimacy. Adopting assemblage theory, we examine a politically contested market—the US …

There is an increasing managerial and scholarly interest in the agential efforts of firms,
consumers, public actors, and various collectives to influence market formation and …