Understanding market transformation: How firms create customer demand
Research output: Journal contributions › Journal articles › Research › peer-review
Authors
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.
| Original language | English |
|---|---|
| Journal | Journal of Competences, Strategy and Management |
| Volume | 10 |
| Pages (from-to) | 33-54 |
| Number of pages | 22 |
| DOIs | |
| Publication status | Published - 2019 |
| Externally published | Yes |
Bibliographical note
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
- Management studies - Market transformation, market-shaping capabilities, dynamic capabilities, industrial sales, qualitative research