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Understanding Market Transformation: How Firms Create Customer Demand

Author

Listed:
  • Hartmann, Michael
  • Wenzel, Matthias

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.

Suggested Citation

  • Hartmann, Michael & Wenzel, Matthias, 2019. "Understanding Market Transformation: How Firms Create Customer Demand," Journal of Competences, Strategy & Management, Rainer Hampp Verlag, vol. 10, pages 33-54.
    • Handle: RePEc:rai:jcsman:jcsman-2019-03
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    File URL: https://www.buchhandel.de/buch/9783957103390
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    More about this item

    Keywords

    Market transformation; market-shaping capabilities; dynamic capabilities; industrial sales; qualitative research;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

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