Agencing markets: Actualizing ongoing market innovation

Winfred Ikiring Onyas; Annmarie Ryan

doi:10.1016/j.indmarman.2014.10.003

Agencing markets: Actualizing ongoing market innovation

Winfred Ikiring Onyas, Annmarie Ryan

Department of Management & Marketing

Research output: Contribution to journal › Article › peer-review

Abstract

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.

Original language	English
Pages (from-to)	13-21
Number of pages	9
Journal	Industrial Marketing Management
Volume	44
DOIs	https://doi.org/10.1016/j.indmarman.2014.10.003
Publication status	Published - 1 Jan 2015

Keywords

Agencements
Agencing
Coffee
Market innovation
Sustainability markets in-the-making

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10.1016/j.indmarman.2014.10.003

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title = "Agencing markets: Actualizing ongoing market innovation",

abstract = "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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Agencing markets: Actualizing ongoing market innovation

Abstract

Keywords

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