quinta-feira, janeiro 25, 2018

Assumir o desafio de mudar um mercado (parte II)

Parte I.
"System level...
This is the level at which norms and regulations set the boundaries and rules for an entire market. A narrow focus on the customer is essential but not enough for shaping a market; instead, an understanding of the whole system, including a focus on downstream actors, becomes important. To understand the system implies an understanding of the institutions as “humanly devised rules, norms, and meanings that enable and constrain human action”, and also of the institutional arrangements, such as interdependent networks of institutions. As institutions and institutional arrangements are set up by individuals, the arrangements are neither static nor pre-conceived. Instead, they are representations of the interests of different groups and can thus be acted upon and influenced, by means of an iterative and dynamic process described as ‘institutionalization’, which may involve suppliers and customers as well as other actors. As institutions have a strong influence on the actions of firms and individuals, it can be beneficial to try to influence them and thereby influence the direction in which a market develops. Consequently, addressing the system level is an essential aspect of market shaping."

Trechos retirados de "Unraveling firm-level activities for shaping markets" de Daniel Kindström, Mikael Ottosson, Per Carlborg, publicado por Industrial Marketing Management 68 (2018) 36–45

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