The unfolding of conceivable practice trajectories as market-making opportunities

Bulawa, Nicole and Jacob, Frank (2024) The unfolding of conceivable practice trajectories as market-making opportunities. Marketing Theory. ISSN 1470-5931

Text (Bulawa_Jacob_2024_Marketing_Theory_accept)
Bulawa_Jacob_2024_Marketing_Theory_accept.docx - Accepted Version
Available under License Creative Commons Attribution.
Download (282kB)

Abstract

Recently, scholars increasingly emphasize the role of consumers as market-makers – going beyond mere purchasing decisions. However, amidst this newfound attention to consumer-driven market-shaping acts for established markets, little attention is given to how consumers and their practices can be utilised in the making of not-yet (established) markets. This paper contends that focussing on conceivable practices as a lens to examine nascent, future markets and tracking their trajectories, is crucial for unlocking their potential as market-making precursor. To address this gap, this article examines the market-making opportunities offered by conceivable practice trajectories. Using practice theory, the authors investigate the practice trajectories of 20 German motorists following a theories-in-use approach. To understand how practices unfold, a new interview-based research method, the Futures Practice Wheel, is developed. Thereby, highlighting how prospective accounts of practice dynamics provide market-shaping opportunities through trajectory arrangements, consumer trajectory evaluations, and the trajectory level in the unfolding of practices.