How users shape markets

Abstract

The purpose of this article is to elaborate conceptually on the user–market relationship. Existing research reports a limited user–market relationship, which simultaneously exaggerates and underplays user influence on markets. Assuming a constructivist market studies (CMS) perspective, we argue that the scope of the user–market relationship is broader than developing offers and uses. We conceptualize market shaping as five interrelated subprocesses in which users may be involved as agents: qualifying goods, fashioning modes of exchange, configuring actors, establishing market norms and generating market representations. The extent of user influence in these subprocesses is likely to vary both within a specific market and across markets. By identifying conditions conducive to user involvement in each subprocess, we lay the foundation for empirical research into how users shape markets.