Olhar para o ecossistema (parte II)

Parte I.

Pensar a nível de ecossistema passa por perceber que os mercados não existem, os mercados são seres vivos que vão existindo e evoluindo:

"the starting point is to view markets as emerging outcomes best understood by following the process of their practical realization
...
the idea of markets as plastic entities that are continously ‘in the making’
...
markets as ‘on-going socio-material enactments that organize economized exchanges’
...
by conceptualizing markets as continuous enactments rather than ready-made, CMS goes beyond simplistic stage models of market emergence, for example, formation–stability– change–dissolution. It stresses that markets are continuously shaped both by explicit efforts to create new markets or change existing ones, and by the everyday activities of buyers and sellers. This allows us to explore how users exert influence over markets beyond the initial commercialization of an offering."

Por exemplo:

"We conceptualize market shaping as five interrelated subprocesses in which users may be involved as agents: qualifying goods, fashioning modes of exchange, configuring actors, establishing market norms and generating market representations." 

Fundamental perceber que se pode ser um arquitecto de paisagens competitivas.

Trechos retirados de "How users shape markets" publicado por Marketing Theory 1–24, 2016