Multi-stakeholder market shaping for sustainability: effort types and enactment pathways in B2B markets

IF 8.8 1区管理学 Q1 BUSINESS

Journal of the Academy of Marketing Science Pub Date : 2026-09-28 DOI:10.1007/s11747-026-01207-8

Kaisa Koskela-Huotari,Suvi Nenonen,Chelsey Jo Huisman,Hans Kjellberg

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Abstract

Abstract Marketing scholarship has primarily focused on influencing consumer behavior towards sustainability, yet many sustainability challenges require market-level changes across multiple stakeholders. Addressing this gap, we examine how heterogeneous stakeholders collectively shape markets for sustainability. We conduct a multi-case study of B2B markets whose impact on climate change and biodiversity is actively contested. Drawing on institutional field theory, we conceptualize market shaping for sustainability as linked to issue fields where diverse stakeholders engage to influence market trajectories. Our abductive analysis identifies four types of multi-stakeholder market-shaping efforts pursuing markedly different—at times opposing—market-level outcomes: status quo maintenance, targeted reform, infrastructure reform, and market contraction. To explain this variation, we delineate four pathways through which stakeholders enact sustainability-related issues—two for challengers and two for incumbents. By linking these pathways to intended market-level outcomes, we advance theory on market-based sustainability interventions and offer actionable insights for navigating multi-stakeholder market-shaping processes.

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可持续发展的多方利益相关者市场塑造：B2B市场的努力类型和制定路径

市场营销研究主要集中在影响消费者对可持续性的行为，然而许多可持续性挑战需要跨多个利益相关者的市场层面的变化。为了解决这一差距，我们研究了不同的利益相关者如何共同塑造可持续发展的市场。我们对B2B市场进行了多案例研究，这些市场对气候变化和生物多样性的影响备受争议。根据制度场理论，我们将可持续性的市场塑造概念化，将其与不同利益相关者参与影响市场轨迹的问题领域联系起来。我们的溯因性分析确定了四种类型的多利益相关者塑造市场的努力，它们追求显著不同的——有时是相反的——市场层面的结果：维持现状、有针对性的改革、基础设施改革和市场收缩。为了解释这种差异，我们描述了利益相关者制定可持续发展相关问题的四条途径——两条针对挑战者，两条针对现任者。通过将这些途径与预期的市场层面结果联系起来，我们推进了基于市场的可持续性干预理论，并为引导多方利益相关者的市场塑造过程提供了可操作的见解。

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来源期刊

Journal of the Academy of Marketing Science BUSINESS-

CiteScore

30.00

自引率

7.10%

发文量

期刊介绍： JAMS, also known as The Journal of the Academy of Marketing Science, plays a crucial role in bridging the gap between scholarly research and practical application in the realm of marketing. Its primary objective is to study and enhance marketing practices by publishing research-driven articles. When manuscripts are submitted to JAMS for publication, they are evaluated based on their potential to contribute to the advancement of marketing science and practice.