All Outputs (2)

Taking stock of shaping strategies: From firms driving markets for business performance to diverse actors shaping systems for sustainability (2022)
Journal Article
Storbacka, K., Nenonen, S., Peters, L. D., & Brodie, R. J. (2022). Taking stock of shaping strategies: From firms driving markets for business performance to diverse actors shaping systems for sustainability. Industrial Marketing Management, 107, A1-A10. https://doi.org/10.1016/j.indmarman.2022.09.028

Digitalization, globalization, and environmental awareness make the operating environments inherently systemic, complex, and volatile. Hence, research on shaping strategies, i.e., agentic efforts to influence how the operating environment evolves, is... Read More about Taking stock of shaping strategies: From firms driving markets for business performance to diverse actors shaping systems for sustainability.

Emergence in marketing: an institutional and ecosystem framework (2022)
Journal Article
Vargo, S. L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., …Vaughan, C. (2023). Emergence in marketing: an institutional and ecosystem framework. Journal of the Academy of Marketing Science, 51(1), 2-22. https://doi.org/10.1007/s11747-022-00849-8

Many core marketing concepts (e.g., markets, relationships, customer experience, brand meaning, value) concern phenomena that are difficult to understand using linear and dyadic approaches, because they are emergent. That is, they arise, often unpred... Read More about Emergence in marketing: an institutional and ecosystem framework.