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Category reviews as market-shaping events

Research output: Contribution to journal › Journal article

Published
<mark>Journal publication date</mark>2007
<mark>Journal</mark>Industrial Marketing Management
Issue number7
Volume36
Number of pages12
Pages (from-to)849-860
Publication statusPublished
Original languageEnglish

Abstract

This paper examines a series of category review meeting between manufacturers of fast-moving consumer goods and retailers as instances of market-shaping. Our point of departure is that markets are performed and shaped by multiple calculative agencies whose encounters are organized in routine fashion. Our empirical case focuses on the presentations of manufacturers of non-alcoholic beverages to one retailer during the annual cycle of reviews and negotiations that punctuate the implementation of exchange routines between these actors. Each presentation draws on a range of arguments, data, metrics, as well as ways of defining and segmenting the category to propose strategies that either reinforce the status quo or overturn well-established conventions. Category reviews illustrate both the negotiated and distributed character of market practices as well as their paradoxical character, at once dependent on stable institutional arrangements whilst continuously undermining the foundations of that stability.