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9781787437982

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Viewing markets as complex systems of exchange for the purpose of co-creating value, this book details three resulting shifts in strategic thinking: from firm focus to context focus, where the relevant context is the definition of the market; from competing and winning to value creation and cooperation; and from analysis, prediction, and planning to non-predictive strategizing and experimentation. It integrates these shifts into a strategic framework of market shaping strategies, which acknowledge that firm performance is explained by the markets where a firm operates and that markets are malleable and firms should try to shape them in their favor by value-creating coalitions. It explains the elements and layers of market systems, including the need to be aware of and optimize one's business definition; the exchange process by which the focal firm defines its product or services, prices, and finds customers; the network that supports the exchange process and customers' use practices; the representations used to symbolize the market; the rules of the game that guide interactions in the market; and the leadership qualities of a market shaper.--Annotation (c)2018 (protoview.com)

Viewing markets as complex systems of exchange for the purpose of co-creating value, this book details three resulting shifts in strategic thinking: from firm focus to context focus, where the relevant context is the definition of the market; from competing and winning to value creation and cooperation; and from analysis, prediction, and planning to non-predictive strategizing and experimentation. It integrates these shifts into a strategic framework of market shaping strategies, which acknowledge that firm performance is explained by the markets where a firm operates and that markets are malleable and firms should try to shape them in their favor by value-creating coalitions. It explains the elements and layers of market systems, including the need to be aware of and optimize one's business definition; the exchange process by which the focal firm defines its product or services, prices, and finds customers; the network that supports the exchange process and customers' use practices; the representations used to symbolize the market; the rules of the game that guide interactions in the market; and the leadership qualities of a market shaper. -- Annotation (c)2018 * (protoview.com) *

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Suvi Nenonen is Director and Associate Professor, and Kaj Storbacka Professor at the University of Auckland’s Graduate School of Management. Both have made a career out of working on the boundary between academic and applied research within marketing and strategic management. They have extensive experience as strategy consultants to major European companies and a long background from designing and delivering executive education and Executive MBA programs in Europe, Asia and Australasia. In addition to their academic writings, they have written several award-winning managerial books.

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