Emac 48th Annual Conference, Hamburg, 29-31 May, 2019
Organizers: EMAC SIG Innovation and Stakeholders
Paul H. Driessen, Radboud University
Bas Hillebrand, Radboud University and Nyenrode Business Universiteit
Annouk Lievens, University of Antwerp
In cooperation with ANZMAC SIG MASHIN
Julia Fehrer, University of Auckland Business School
Roderick Brodie, University of Auckland Business School
Suvi Nenonen, University of Auckland Business School
Kaj Storbacka, University of Auckland Business School
Carolin Plewa, University of Adelaide
Recent studies in the innovation literature suggest that innovating firms actively engage in securing the supportive behavior of not only customers, but also a wide variety of other (non-)market stakeholders (such as the media, co-suppliers, government, and technical institutes) to cocreate a market for their innovation (e.g., Aarikka-Stenroos et al. 2014; Giesler 2012). For a broad array of innovations – radical innovations in particular – these markets do not exist and need to be adapted or have to be shaped together with a variety of different stakeholder networks.
The topic of market shaping first emerged in work on market-driving strategies that distinguishes proactive market-driving from reactive market-orientation (Jaworski, Kohli and Sahay 2000; Kumar, Scheer and Kotler 2000; Narver, Slater and MacLachlan 2004). However, conceptualizations of markets have advanced a good deal since the early 2000's. Markets are increasingly portrayed as socially constructed (Araujo 2007; Aspers 2009; Geiger, Kjellberg and Spencer 2012; Kjellberg et al. 2012; Layton 2014, Rosa et al. 1999) and, therefore, as plastic and malleable (Nenonen et al. 2014). Markets are viewed as systems that emerge and continuously shape and being shaped by institutions and institutional arrangements (Vargo and Lusch, 2016; Vargo et al. 2017). These developments in the conceptualization of markets and market-shaping open up completely new opportunities for firms to engage in activities aimed at influencing the market to improve value cocreation.
This (third) session of the Emac Special Interest Group (SIG) “Innovation and stakeholders” aims to discuss and encourage research on shaping markets in multi-stakeholder contexts. This session is organized by the Emac SIG “Innovation and Stakeholders” in cooperation with the ANZMAC SIG “MASHIN: Market Shaping and Innovation”. The Emac SIG “Innovation and stakeholders” focuses on how the marketing discipline can contribute to an enhanced understanding of innovation. It aims for establishing a broad group of scholars interested in innovation, stakeholder marketing, market system dynamics, and cocreation.
This SIG session brings together researchers interested in innovation from a multi-stakeholder perspective and a market shaping perspective. While these two perspectives have their own history, theoretical foundation and lexicon, we believe that discussing these views offers new possibilities for each perspective to enrich and refine their conceptualizations and thereby developing a strong theoretical foundation for future research in the field of systemic innovation and market shaping. The session will start with three short (15 min) presentations as an introduction to a panel discussion (30 min) where renowned researchers reflect on each other’s ideas and take answers from the audience.
- Market creation for innovations; a literature review (15 mins) - Niels Sprong, Radboud University, The Netherlands
- While the marketing literature traditionally views the market as a given, it is increasingly moving toward viewing markets as being actively performed and created. As this view on markets seems to be picking up steam, the question arises what can be learned from the extant literature for studying the marketing of products that need new market creation or extensive
market change. This article therefore maps the marketing literature on “market creation”, and provides a comprehensive overview and systematic review of this literature.
- Market-shaping: firm-level capabilities and strategy patterns (15 mins) - Suvi Nenonen & Kaj Storbacka, University of Auckland Business School, New Zealand
- Based on in-depth analysis of 21 market-shaping firms, we provide a comprehensive categorization of capabilities needed for market-shaping and synthesize a conceptual model that describes the process and outcomes. Additionally, our analysis identified four recurring patterns of activities that appear form the basis for most market-shaping strategies.
- Radical innovation and market creation (15 mins) - Leena Aarikka-Stenroos, Tampere University (TUNI), Finland
- Based on qualitative multiple case studies we analyze how stakeholders are involved and engaged in market creation for radical innovations in the health care and sustainability/Circular Economy settings. We identify the diverse stakeholders, their institutional logics and roles, and contributions to market creation and discuss implications at micro and system levels.
Panel discussion (30 mins)
Ajay Kohli, Georgia Institute of Technology, USA
Shikhar Sarin, University of Waikato, New Zealand
Suvi Nenonen, University of Auckland Business School, New Zealand
Leena Aarikka-Stenroos, Tampere University of Technology, Finland
Bas Hillebrand, Radboud University, Netherlands & Nyenrode Business Universiteit The Netherlands
Paul Driessen, Radboud University, The Netherlands
Moderated by: Julia Fehrer, University of Auckland Business School, New Zealand