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Licence: CC BY: Creative Commons Attribution 4.0 International License
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 - The unfolding of conceivable practice trajectories as market-making opportunities
AU - Bulawa, Nicole
AU - Jacob, Frank
PY - 2024/10/8
Y1 - 2024/10/8
N2 - Recently, scholars increasingly emphasize the role of consumers as market-makers – going beyond mere purchasing decisions. However, amidst this newfound attention to consumer-driven market-shaping acts for established markets, little attention is given to how consumers and their practices can be utilised in the making of not-yet (established) markets. This paper contends that focussing on conceivable practices as a lens to examine nascent, future markets and tracking their trajectories, is crucial for unlocking their potential as market-making precursor. To address this gap, this article examines the market-making opportunities offered by conceivable practice trajectories. Using practice theory, the authors investigate the practice trajectories of 20 German motorists following a theories-in-use approach. To understand how practices unfold, a new interview-based research method, the Futures Practice Wheel, is developed. Thereby, highlighting how prospective accounts of practice dynamics provide market-shaping opportunities through trajectory arrangements, consumer trajectory evaluations, and the trajectory level in the unfolding of practices.
AB - Recently, scholars increasingly emphasize the role of consumers as market-makers – going beyond mere purchasing decisions. However, amidst this newfound attention to consumer-driven market-shaping acts for established markets, little attention is given to how consumers and their practices can be utilised in the making of not-yet (established) markets. This paper contends that focussing on conceivable practices as a lens to examine nascent, future markets and tracking their trajectories, is crucial for unlocking their potential as market-making precursor. To address this gap, this article examines the market-making opportunities offered by conceivable practice trajectories. Using practice theory, the authors investigate the practice trajectories of 20 German motorists following a theories-in-use approach. To understand how practices unfold, a new interview-based research method, the Futures Practice Wheel, is developed. Thereby, highlighting how prospective accounts of practice dynamics provide market-shaping opportunities through trajectory arrangements, consumer trajectory evaluations, and the trajectory level in the unfolding of practices.
KW - Market-shaping
KW - Market-making opportunities
KW - Future markets
KW - Not-yet markets
KW - Practice Theory
KW - Conceivable practice trajectories
U2 - 10.1177/14705931241291022
DO - 10.1177/14705931241291022
M3 - Journal article
JO - Marketing Theory
JF - Marketing Theory
SN - 1470-5931
ER -