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Market practices in countercultural market emergence

Author

Listed:
  • Joel Hietanen

    (EM - EMLyon Business School)

  • Joonas Rokka

Abstract

Purpose There is a growing interest in marketing literature to investigate markets as ‘configurations', i.e., networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multinational companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. Design/methodology/approach Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. Findings In contrast to mainstream consumer or industrial markets, we identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices. Practical implications From a practitioner perspective we discuss the implications for market actors wishing to build on countercultural authenticity. We highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. Originality/value The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, we address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.

Suggested Citation

  • Joel Hietanen & Joonas Rokka, 2015. "Market practices in countercultural market emergence," Post-Print hal-02313311, HAL.
  • Handle: RePEc:hal:journl:hal-02313311
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    Cited by:

    1. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    2. Maria Palazzo & Agostino Vollero & Alfonso Siano, 2016. "Identifying new segments from a global branding perspective: a three-country study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 159-171, December.
    3. Branstad, Are & Solem, Birgit A., 2020. "Emerging theories of consumer-driven market innovation, adoption, and diffusion: A selective review of consumer-oriented studies," Journal of Business Research, Elsevier, vol. 116(C), pages 561-571.
    4. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    5. Podoshen, Jeffrey S. & Yan, Grace & Andrzejewski, Susan A. & Wallin, Jason & Venkatesh, Vivek, 2018. "Dark tourism, abjection and blood: A festival context," Tourism Management, Elsevier, vol. 64(C), pages 346-356.
    6. Sharifah Faridah Syed Alwi & T. C. Melewar & Maria Teresa Cuomo & Manfred Schwaiger, 2020. "Digital Society and Corporate Reputation: Towards the Next Generation of Insights," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 129-132, August.
    7. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    8. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    9. Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2021. "Nation branding as a market-shaping strategy: A study on South Korean products in Vietnam," Journal of Business Research, Elsevier, vol. 122(C), pages 131-144.
    10. Pedeliento, Giuseppe & Bettinelli, Cristina & Andreini, Daniela & Bergamaschi, Mara, 2018. "Consumer entrepreneurship and cultural innovation: The case of GinO12," Journal of Business Research, Elsevier, vol. 92(C), pages 431-442.
    11. Diaz Ruiz, Carlos & Makkar, Marian, 2021. "Market bifurcations in board sports: How consumers shape markets through boundary work," Journal of Business Research, Elsevier, vol. 122(C), pages 38-50.
    12. Cova, Bernard & Ivens, Björn Sven & Spencer, Robert, 2021. "The ins and outs of market shaping: Exclusion as a darkside?," Journal of Business Research, Elsevier, vol. 124(C), pages 483-493.
    13. Lee, Chu-Heng & Hsieh, Ming-Huei, 2023. "Market innovation as an institutional reconciliation process: Two individual-level case studies," Journal of Business Research, Elsevier, vol. 169(C).
    14. Hans Kjellberg, 2021. "Market expertise at work: introducing Alvin E. Roth and Michel Callon," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 216-218, December.
    15. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    16. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    17. Sprong, Niels & Driessen, Paul H. & Hillebrand, Bas & Molner, Sven, 2021. "Market innovation: A literature review and new research directions," Journal of Business Research, Elsevier, vol. 123(C), pages 450-462.
    18. Regany, Fatima & Benmecheddal, Ahmed & Belkhir, Meriam & Djelassi, Souad, 2021. "Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market," Journal of Business Research, Elsevier, vol. 123(C), pages 438-449.

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