市场塑造阶段——定性元分析和概念框架

Q1 Business, Management and Accounting

AMS Review Pub Date : 2021-12-21 DOI:10.1007/s13162-021-00213-z

Alexander Flaig, Daniel Kindström, Mikael Ottosson

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引用次数: 7

摘要

本研究采用定性荟萃分析法分析了79个关于市场塑造的案例研究，探讨了市场塑造过程中重复模式的潜在存在。通过对定性数据的循证综合，我们提取了20项广义的市场塑造活动，这些活动为三阶段的市场塑造过程提供了信息并形成了基础。这个概念框架将市场形成过程分为注入、形成和保留阶段。通过将我们的概念框架应用于定性数据集，我们探索了市场形成阶段的存在，并进一步深入了解了多个同时发生的市场形成过程之间的相互依存关系和动态。通过提供一个结构化的市场塑造过程，我们试图降低市场塑造现象的整体复杂性，并为进一步的市场塑造研究提供便利。此外，我们的概念化为从业者提供了一个框架，以分析其他市场参与者的市场塑造努力，并支持他们自己的市场塑造战略的设计。

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Market-shaping phases—a qualitative meta-analysis and conceptual framework

This study explores the potential existence of reoccurring patterns in market-shaping processes by employing a qualitative meta-analysis to analyze 79 case studies on market-shaping. Through the evidence-based synthesis of qualitative data, we extract 20 generalized market-shaping activities that inform and form the foundation of a three-phased market-shaping process. This conceptual framework divides the market-shaping process into the phases of infusion, formation and retention. By applying our conceptual framework to the qualitative dataset, we explore the presence of market-shaping phases and provide further insights into the interdependences and dynamics between multiple, simultaneously occurring, market-shaping processes. By providing a structured market-shaping process, we attempt to reduce the overall complexity of the market-shaping phenomenon and facilitate the operationalization of the phenomenon for further market-shaping research. Additionally, our conceptualization provides practitioners with a framework to analyze the market-shaping efforts of other market actors and support the design of their own market-shaping strategies.

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来源期刊

AMS Review Business, Management and Accounting-Marketing

CiteScore

14.60

自引率

0.00%

发文量

期刊介绍： The AMS Review is positioned to be the premier journal in marketing that focuses exclusively on conceptual contributions across all sub-disciplines of marketing. It publishes articles that advance the development of market and marketing theory.The AMS Review is receptive to different philosophical perspectives and levels of analysis that range from micro to macro. Especially welcome are manuscripts that integrate research and theory from non-marketing disciplines such as management, sociology, economics, psychology, geography, anthropology, or other social sciences. Examples of suitable manuscripts include those incorporating conceptual and organizing frameworks or models, those extending, comparing, or critically evaluating existing theories, and those suggesting new or innovative theories. Comprehensive and integrative syntheses of research literatures (including quantitative and qualitative meta-analyses) are encouraged, as are paradigm-shifting manuscripts.Manuscripts that focus on purely descriptive literature reviews, proselytize research methods or techniques, or report empirical research findings will not be considered for publication. The AMS Review does not publish manuscripts focusing on practitioner advice or marketing education.