Collaborative Market Driving: Conceptualizing Collective Action in Market Orientation Strategies

Market orientation has become a generative concept in marketing research. However, research on this topic has retained a steady focus on the self-interested action of single companies. The present research seeks to extend this literature by highlighting the impact of the collective action of organizations and consumers on market evolution.


Andre F. Maciel and Eileen Fischer (2019) ,"Collaborative Market Driving: Conceptualizing Collective Action in Market Orientation Strategies", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 129-134.


Andre F. Maciel, University of Nebraska-Lincoln, USA
Eileen Fischer, York University, Canada


NA - Advances in Consumer Research Volume 47 | 2019

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