Extending the Conversation on Market Driving: An Introduction to the Special Issue

Fiona Schweitzer; Stacey L. Malek; Shikhar Sarin

Extending the Conversation on Market Driving: An Introduction to the Special Issue

Fiona Schweitzer
, Stacey L. Malek
, Shikhar Sarin

Marketing Department

Grenoble Ecole de Management

Research output: Contribution to journal › Article › peer-review

2 Scopus citations

Abstract

<p> <p id="x-x-x-sp0005"> A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic. </p></p>

Original language	American English
Journal	Industrial Marketing Management
State	Published - 1 Nov 2023

Keywords

market creation
market formation
market-driving
mega-marketing
proactive
shaping strategy

EGS Disciplines

Marketing

Access to Document

https://doi.org/10.1016/j.indmarman.2023.09.002

Cite this

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title = "Extending the Conversation on Market Driving: An Introduction to the Special Issue",

abstract = " A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic. ",

keywords = "market creation, market formation, market-driving, mega-marketing, proactive, shaping strategy",

author = "Fiona Schweitzer and Malek, \{Stacey L.\} and Shikhar Sarin",

note = "Schweitzer, Fiona; Malek, Stacey L.; and Sarin, Shikhar. (2023). {"}Extending the Conversation on Market Driving: An Introduction to the Special Issue{"}. Industrial Marketing Management, 115, A1-A4. https://doi.org/10.1016/j.indmarman.2023.09.002",

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AU - Schweitzer, Fiona

AU - Malek, Stacey L.

AU - Sarin, Shikhar

N1 - Schweitzer, Fiona; Malek, Stacey L.; and Sarin, Shikhar. (2023). "Extending the Conversation on Market Driving: An Introduction to the Special Issue". Industrial Marketing Management, 115, A1-A4. https://doi.org/10.1016/j.indmarman.2023.09.002

PY - 2023/11/1

Y1 - 2023/11/1

N2 - A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic.

AB - A vibrant body of research has studied market driving by various firms and in several industries. We attempt to further and deepen prior insights be stimulating conversations on why some market-driving attempts are successful while others fail, and on what really constitutes success in a market-driving context. This special issue presents a mix of theoretical and empirical contributions to extend our exploration of this important topic.

KW - market creation

KW - market formation

KW - market-driving

KW - mega-marketing

KW - proactive

KW - shaping strategy

UR - https://scholarworks.boisestate.edu/marketing_facpubs/82

UR - https://doi.org/10.1016/j.indmarman.2023.09.002

M3 - Article

SN - 0019-8501

JO - Industrial Marketing Management

JF - Industrial Marketing Management

ER -

Extending the Conversation on Market Driving: An Introduction to the Special Issue

Abstract

Keywords

EGS Disciplines

Access to Document

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