Understanding market transformation: How firms create customer demand
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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Understanding market transformation : How firms create customer demand. / Hartmann, Michael; Wenzel, Matthias.
in: Journal of Competences, Strategy and Management, Jahrgang 10, 2019, S. 33-54.Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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RIS
TY - JOUR
T1 - Understanding market transformation
T2 - How firms create customer demand
AU - Hartmann, Michael
AU - Wenzel, Matthias
N1 - JCSM, Vol. 10: 33-54 DOI 10.978.395710/3390 ISSN (print) 978-3-95710-239-3, ISSN (e-book) 978-3-95710-339-0 © Rainer Hampp Verlag, www.Hampp-Verlag.de
PY - 2019
Y1 - 2019
N2 - The research addressing how firms master long-term success in dynamic environments has highlighted the important role of dynamic capabilities as an enabler for responding to market transformation. However, less attention has been devoted to how firms may shape such transformations by creating customer demand. In this paper, we explore how firms realize the creation of customer demand. Our qualitative study in the field of industrial sales contributes to the literature on dynamic capabilities by showing how a “market-shaping capability” comes into being through interactions between frontline employees and customers.
AB - The research addressing how firms master long-term success in dynamic environments has highlighted the important role of dynamic capabilities as an enabler for responding to market transformation. However, less attention has been devoted to how firms may shape such transformations by creating customer demand. In this paper, we explore how firms realize the creation of customer demand. Our qualitative study in the field of industrial sales contributes to the literature on dynamic capabilities by showing how a “market-shaping capability” comes into being through interactions between frontline employees and customers.
KW - Management studies
KW - Market transformation
KW - market-shaping capabilities
KW - dynamic capabilities
KW - industrial sales
KW - qualitative research
UR - https://econpapers.repec.org/article/raijcsman/jcsman-2019-03.htm
UR - http://www.hampp-verlag.de/
U2 - 10.978.395710/3390
DO - 10.978.395710/3390
M3 - Journal articles
VL - 10
SP - 33
EP - 54
JO - Journal of Competences, Strategy and Management
JF - Journal of Competences, Strategy and Management
SN - 2510-4349
ER -