Understanding market transformation: How firms create customer demand

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Understanding market transformation: How firms create customer demand. / Hartmann, Michael; Wenzel, Matthias.
In: Journal of Competences, Strategy and Management, Vol. 10, 2019, p. 33-54.

Research output: Journal contributionsJournal articlesResearchpeer-review

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@article{d9d2a56914f141ce9318bd5b3e0a7571,
title = "Understanding market transformation: How firms create customer demand",
abstract = "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.",
keywords = "Management studies, Market transformation, market-shaping capabilities, dynamic capabilities, industrial sales, qualitative research",
author = "Michael Hartmann and Matthias Wenzel",
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 {\textcopyright} Rainer Hampp Verlag, www.Hampp-Verlag.de",
year = "2019",
doi = "10.978.395710/3390",
language = "English",
volume = "10",
pages = "33--54",
journal = "Journal of Competences, Strategy and Management",
issn = "2510-4349",
publisher = "Rainer Hampp Verlag",

}

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 -

DOI