EXPRESS: Avant-garde Market Driving

In this article, we define and develop the concept of avant-garde market driving, a process whereby producers transform an industry by rebelling against the status quo as a means of social-industrial critique rather than in response to market demand. Avant-garde market driving is primarily driven by a desire to rebel against the status quo, at the expense of widespread acceptance; it involves a multiplicity of like-minded individuals such as other producers, intermediaries and consumers; it occurs particularly in contexts where like-minded consumers seek hedonic or aesthetic novelty or social distinction. Breaking new ground comes with substantial challenges. How do rebel producers overcome the challenges of introducing radically different products and successfully sustain avant-garde market driving? Analyzing the wine market in France, we find that avant-garde market driving is initiated and sustained by symbolic disruption and vertical collaboration among producers and intermediaries. This process can provide a strategic advantage to smaller, low-status firms. Based on our analysis, we provide actionable recommendations for producers and intermediaries who wish to engage in avant-garde market driving.