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Category reviews as market-shaping events

Azimont, F and Araujo, L M (2007) Category reviews as market-shaping events. Industrial Marketing Management, 36 (7). pp. 849-860. ISSN 0019-8501

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Abstract

This paper examines a series of category review meeting between manufacturers of fast-moving consumer goods and retailers as instances of market-shaping. Our point of departure is that markets are performed and shaped by multiple calculative agencies whose encounters are organized in routine fashion. Our empirical case focuses on the presentations of manufacturers of non-alcoholic beverages to one retailer during the annual cycle of reviews and negotiations that punctuate the implementation of exchange routines between these actors. Each presentation draws on a range of arguments, data, metrics, as well as ways of defining and segmenting the category to propose strategies that either reinforce the status quo or overturn well-established conventions. Category reviews illustrate both the negotiated and distributed character of market practices as well as their paradoxical character, at once dependent on stable institutional arrangements whilst continuously undermining the foundations of that stability.

Item Type: Article
Journal or Publication Title: Industrial Marketing Management
Uncontrolled Keywords: Market practices ; Category management ; Manufacturer–retailer relationships
Subjects: H Social Sciences > HF Commerce
Departments: Lancaster University Management School > Marketing
ID Code: 44831
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 19:22
Refereed?: Yes
Published?: Published
Last Modified: 09 Apr 2014 22:26
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/44831

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