Parte I e
parte II.
"Market offer level.
The exchange object – the value proposition or market offer, including the products and services that make up that offer – is a central element of the understanding of markets. ... “markets are created when actors, dyads, triads, complex networks, and service ecosystems evolve through unique service provision efforts”.
...
the importance of defining what should be exchanged, specifically that the different market actors in a collaborative process need to define that object and the potential value it might have. That value might be idiosyncratically understood and thus differ between actors. A market-shaping strategy thus needs to include an interaction between actors in a market or a channel within it as a value proposition emerges. ... from a marketing management perspective, ... suppliers need to include downstream actors to a greater degree when the suppliers try to grow a market. A sales force, for example, can function as a direct link to the direct customer and other actors when a firm tries to shape market expectations."
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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