Market-shaping strategies: A conceptual framework for generating market outcomes

We identify four market-shaping strategies and their related activities that enable a focal market actor to work towards specific outcomes. The conceptual framework provides firms with tool for choosing depending on intention (offensive/defensive) perception of market's stability (stable/unstable). Accordingly, in line literature, the firm widen, reduce, maintain, or disrupt market. Whereas previous market-strategy conceptualizations emphasized firm-level outcomes, identified focus outcomes encompass more comprehensive understanding impact firm's strategic actions Thereby, this study offers new perspectives implementation context markets as complex adaptive systems. By exemplifying using industry cases, we illustrate how can appear practice demonstrate strategically leverage steer processes advantage. • Four are delineated – disruption, widening, maintenance reduction. categorizes according market-shaper's intent configuration. Market disruption widening is considered offensive, reduction defensive strategies. exemplified cases. practitioners guidance appropriate