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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices

Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA

Read More

Featured

Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.