Agencing markets:actualizing ongoing market innovation

Onyas, Winfred and Ryan, Annmarie (2015) Agencing markets:actualizing ongoing market innovation. Industrial Marketing Management, 44. pp. 13-21. ISSN 0019-8501

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This paper explores what it takes to actualize market innovation. It traces the ongoing efforts instigated by an exporter to bring about, and transform a mainstream market into, a new sustainability market; a market designed to advance ecological and social sustainability goals. We draw attention to the diverse and heterogeneous composite – a socio-technical agencement – whose transformative connections collectively reconfigure and transform the mainstream market into a sustainability market. This paper draws on evidence from an ethnographic study of a newly established sustainability coffee market in Uganda to discuss how market innovation unfolds. It illustrates the ongoing character of market innovation and reveals the agencing work involved in bringing about the agencement and capacitating agencies to realize market innovation.

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Journal Article
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Industrial Marketing Management
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26 Jun 2014 11:45
Last Modified:
22 Nov 2022 00:55