"a would-be market-shaping firm must understand ..."

Artigos de Nenonen e Storbacka são sempre um must read.

"In addition to sensing and responding to changes in established markets, firms increasingly undertake market-shaping strategies to create new business opportunities.
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The shaping of markets is nontrivial in that it goes beyond incremental changes occurring in markets through the process of competition. Market-shaping implies purposive actions by a focal firm to change market characteristics by re-designing the content of exchange, and/or re-configuring the network of stakeholders involved, and/or re-forming the institutions that govern all stakeholders’ behaviors in the market. These actions aim at creating new opportunities to link resources of various stakeholders in ways that improve value creation in a market. Hence, the market-shaping firms engage in a process to (1) discover the value potential of linking intra- and interstakeholder resources in novel ways, (2) trigger changes in various market characteristics to enable the formation of new resource linkages, and (3) mobilize relevant stakeholders to free up extant resources for new uses.
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We contribute to the literature on marketing and dynamic capabilities by identifying two distinct types of deeply embedded repeatable processes that together comprise the market shaping process: triggering and facilitating capabilities. Triggering capabilities generate new intra- and interstakeholder resource linkages by directly influencing various aspects of the market. They focus on re-designing exchange, re-configuring the network, and re-forming institutions. Facilitating capabilities relate to the creative ability of the firm and determine how the triggering capabilities are applied. They enable market-shaping by facilitating discovery of the value potential of new resource linkages; they also augment the impact of the triggering capabilities by mobilizing relevant resources.
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Research in marketing and management is progressively recognizing markets as networks, systems, or ecosystems, suggesting a need to look beyond the seller–buyer dyad, to see the dyad as part of a larger network or system of stakeholders. This view implies that the locus of value creation moves beyond the borders of the firm, i.e., value is viewed as co-created with a multitude of stakeholders in the market, not only by the firm and for the customer.
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markets cannot be understood only as a context for production and consumption, but rather as a context for value co-creation.
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Institutions are schemas, rules, norms, and routines that form authoritative guidelines for the behavior of market actors. The argument runs that markets as value-creating systems are governed by institutions and institutional arrangements that are themselves actor generated. This raises questions as to how institutions are "created, diffused, adopted, and adapted over space and time; and how they fall into decline and disuse".
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Consequently, to avoid the "new marketing myopia", a would-be market-shaping firm must understand how a larger system of organizations and individuals can co-create value and recognize the institutional arrangements that govern everyone’s behavior in this process."

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Trechos retirados de "Capabilities for market-shaping: triggering and facilitating increased value creation" de Suvi Nenonen, Kaj Storbacka and Charlotta Windahl, publicado por Journal of the Academy of Marketing Science em Abril de 2019.