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Market representations in industrial markerting: Could representations influence strategy?
Department of Marketing, Hanken School of Economics, Helsinki, Finland.
Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology. Hanken School of Economics. (Industriell marknadsföring)ORCID iD: 0000-0002-4081-9737
2014 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 43, no 6, 1026-1034 p.Article in journal (Refereed) Published
Abstract [en]

A central question in industrial marketing is whether the form in which the external environment of a firm is represented influences the marketing strategy. This influence has been studied generally through case study research, and quantitative evidence is limited. In response to this limitation, this paper reports on a quasi-experiment investigating whether market representations have a constructive aspect in business. Empirically, this study compares two types of ostensive and performative market representations—service focus and product differentiation—in order to test for influence exacted by industrial marketing on strategies. Results indicate that service focus is selected when market representations rely on agency in firms (i.e., performative), and product strategies are selected when structures are emphasized (i.e., ostensive). This paper contributes to methodology development by expanding the link between a case study approach and quasi-experiments explaining how quasi-experiments can replicate findings in industrial marketing.

Place, publisher, year, edition, pages
Elsevier, 2014. Vol. 43, no 6, 1026-1034 p.
Keyword [en]
Market representations, Quasi-experiment, Business case, Marketing strategy, Methodology development
National Category
Business Administration
URN: urn:nbn:se:liu:diva-106908DOI: 10.1016/j.indmarman.2014.05.015ISI: 000342256800016OAI: diva2:719467
Available from: 2014-05-25 Created: 2014-05-25 Last updated: 2014-11-25Bibliographically approved

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