This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Similar articles in ISI Web of Science Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Rosa, J. A. Articles by Spanjol, J. Search for Related Content Social Bookmarking                         What's this?

Micro-Level Product-Market Dynamics: Shared Knowledge and Its Relationship to Market Development

Case Western Reserve University

Jelena Spanjol

Texas A&M University

This work draws on consumer and psychology research to explain sociocognitive aspects of product-market dynamics at a higher level of specificity than prior research. The authors extend the field's understanding of marketshaping shared knowledge through a theory-informed discussion of how shared product knowledge comes to exist and how it changes as product markets develop. They define shared knowledge as the aspects of product representations that are common across the minds of market actors, making it possible for them to understand one another. The authors also discuss ways to track shared knowledge content that is expressed in market narratives. As the characteristics of shared knowledge are explained and linked to stages of product-market development, the authors develop a set of researchable propositions to guide future research. The theoretical arguments and propositions in this article complement extant marketing strategy research by integrating individual-level consumer theory with market evolution models.

Key Words: product-market dynamics • sensemaking • market stories • shared knowledge • cognition

Journal of the Academy of Marketing Science, Vol. 33, No. 2, 197-216 (2005)
DOI: 10.1177/0092070304269839


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?