TY - JOUR

T1 - Purchasing as market-shaping

T2 - the case of component-based software engineering

AU - Ulkuniemi, Pauliina

AU - Araujo, Luis

AU - Tähtinen, Jaana

PY - 2015

Y1 - 2015

N2 - The efforts to address markets as socio-technical orders have hitherto focused on the role of marketing in shaping demand. However, in many markets the role of purchasing is just as important. This paper uses a case study to examine how a single buying company can attempt to shape an emerging market through its purchasing practices. As a result, the study identifies five types of market-shaping actions. Within each action type, the market-shaping behavior of a buyer in an emerging market can be very diverse and include internal actions as well as actions aimed at influencing other market actors. While agency on the purchasing side is often associated with large size organizations, namely government and public sector agencies, our case study shows that agencies on the purchasing sides can be deployed in a variety of ways rather than merely through raw bargaining power. The findings indicate that buying firms do not simply adjust their own purchasing processes according to existing offerings, but actively attempt to drive market evolution in particular directions.

AB - The efforts to address markets as socio-technical orders have hitherto focused on the role of marketing in shaping demand. However, in many markets the role of purchasing is just as important. This paper uses a case study to examine how a single buying company can attempt to shape an emerging market through its purchasing practices. As a result, the study identifies five types of market-shaping actions. Within each action type, the market-shaping behavior of a buyer in an emerging market can be very diverse and include internal actions as well as actions aimed at influencing other market actors. While agency on the purchasing side is often associated with large size organizations, namely government and public sector agencies, our case study shows that agencies on the purchasing sides can be deployed in a variety of ways rather than merely through raw bargaining power. The findings indicate that buying firms do not simply adjust their own purchasing processes according to existing offerings, but actively attempt to drive market evolution in particular directions.

KW - Market studies

KW - Purchasing and supply management

KW - Market structures

KW - Supply markets

U2 - 10.1016/j.indmarman.2014.10.007

DO - 10.1016/j.indmarman.2014.10.007

M3 - Journal article

VL - 44

SP - 54

EP - 62

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

ER -