"For a market to work and develop, more actors than sellers and buyers are needed: sub-contractors, providers of complementary products or services, intermediaries, information providers, market research agencies, media, various interest groups, and regulators, to name just some. Actors play certain roles. To execute these roles, each actor requires certain know-how and to be configured or connected in certain ways. [Moi ici: Ou incentivados a participar no ecossistem. Não através de chantagem ou de suborno, mas indo ao encontro do que procuram e valorizam] Market ecosystems also require various forms of infrastructure, ranging from simple and often self-evident things like roads and electricity to more sophisticated things such as reliable data-communication links and fuel distribution systems.
Because your optimal market might benefit from more, or fewer, or different actors, playing different roles, in different configurations and equipped with different resources. And your optimal market might require more, or less, or different, or differently supplied, material and immaterial infrastructure. Indeed, if your market is still mostly the twinkle of a brilliant innovation in your eye and you have yet to create the market itself, you certainly won’t have enough actors or infrastructure yet! You’ll have to populate that space.
Happily, all these different elements the actors, their roles and know-how, and the infrastructure can to some extent be indirectly influenced, supplied, or brought into existence. Companies with an ambition to create new market systems or shape existing ones need to do exactly that. And we’ll be distinguishing here more between making new markets and shaping existing ones."
Trechos retirados do capítulo II do livro SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth de Kaj Storbacka e Suvi Nenonen.