Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Category reviews as market-shaping events
AU - Azimont, F
AU - Araujo, L M
PY - 2007
Y1 - 2007
N2 - 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.
AB - 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.
KW - Market practices
KW - Category management
KW - Manufacturer–retailer relationships
U2 - 10.1016/j.indmarman.2007.05.012
DO - 10.1016/j.indmarman.2007.05.012
M3 - Journal article
VL - 36
SP - 849
EP - 860
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 7
ER -