"In market shaping as in comedy, timing is everything....shapeability: is your market system currently hot and malleable, or frozen stiff?...mapping the life of market ecosystems over sustained periods, our work has confirmed that markets can behave quite differently over time. Long eras may exhibit relative calm and stability some gradual development, perhaps, but more or less constant basic structure and rules of the game. Punctuating the stability, however, come times of turbulence. At such points, the market undergoes rapid changes and perhaps becomes a completely different market ecosystem.Savvy market shapers seek to time their efforts to coincide with these latter periods of instability, rapid change, or discontinuity....While acknowledging the issue of timing is as much art as science, we offer three more generalized and enduring signs of shapeable markets. First, any major shock or crisis brings turbulence....Short of obvious shocks or crises, a second sign of a shapeable market is rising dissonance or debate in the market from controversy to simply a buzz abroad that “something should change.” Such dissonance is an especially strong indicator of a market-shaping window if it is sustained for a long period of time or if it seems to be increasing in intensity rather than gradually subsiding. Finally, the recent history of the market ecosystem may also divulge clues about its malleability. Recent studies suggest that markets that have assumed their current form through a government-led process or the deliberate market-shaping efforts of a particular firm are more susceptible to continued market shaping than those which have evolved organically, without strong influence from any particular market actor."
Vivemos tempos maduros para a aplicação generalizada da capacidade de "moldar mercados".
Trechos retirados de SMASH: Using Market Shaping to Design New Strategies for Innovation, Value Creation, and Growth de Kaj Storbacka e Suvi Nenonen.
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