Delineating the fuzzy front end of market shaping

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annif.suggestionsmarkets (systems)|marketing|enterprises|leadership (activity)|innovations|organisations (systems)|small and medium-sized enterprises|image marketing|marketing research|processes|enen
annif.suggestions.linkshttp://www.yso.fi/onto/yso/p1865|http://www.yso.fi/onto/yso/p5878|http://www.yso.fi/onto/yso/p3128|http://www.yso.fi/onto/yso/p554|http://www.yso.fi/onto/yso/p7903|http://www.yso.fi/onto/yso/p272|http://www.yso.fi/onto/yso/p8246|http://www.yso.fi/onto/yso/p27600|http://www.yso.fi/onto/yso/p13560|http://www.yso.fi/onto/yso/p2111en
dc.contributor.authorKindström, Daniel
dc.contributor.authorMakkonen, Hannu
dc.contributor.authorKaartemo, Valtteri
dc.contributor.departmentfi=Ei tutkimusalustaa|en=No platform|-
dc.contributor.facultyfi=Markkinoinnin ja viestinnän yksikkö|en=School of Marketing and Communication|-
dc.contributor.orcidhttps://orcid.org/0000-0002-8087-4458-
dc.contributor.organizationfi=Vaasan yliopisto|en=University of Vaasa|
dc.date.accessioned2023-10-02T08:06:46Z
dc.date.accessioned2025-06-25T13:02:24Z
dc.date.available2023-10-02T08:06:46Z
dc.date.issued2023-07
dc.description.abstractEmerging perspectives define markets as continuous, malleable processes that can be shaped through various activities. In this research, the authors address the early phase of such market-shaping processes, developing a conceptual framework and linking the front-end phase to an overall market-shaping process. We propose and develop a fuzzy front end (FFE) concept centered around the market image to reflect market shaping's less organized and more exploratory early phase. Nine propositions outline this critical phase and its fundamental dimensions, roles, and characteristics. Finally, by outlining the FFE of market shaping, this article reveals future research directions for elaborating on the concept.-
dc.description.notification© 2023 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).-
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|-
dc.format.bitstreamtrue
dc.format.contentfi=kokoteksti|en=fulltext|-
dc.format.extent9-
dc.format.pagerange51-59-
dc.identifier.olddbid19109
dc.identifier.oldhandle10024/16301
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/1393
dc.identifier.urnURN:NBN:fi-fe20231002138087-
dc.language.isoeng-
dc.publisherElsevier-
dc.relation.doi10.1016/j.indmarman.2023.05.004-
dc.relation.ispartofjournalIndustrial Marketing Management-
dc.relation.issn1873-2062-
dc.relation.issn0019-8501-
dc.relation.urlhttps://doi.org/10.1016/j.indmarman.2023.05.004-
dc.relation.volume112-
dc.rightsCC BY 4.0-
dc.source.identifierWOS:001007881800001-
dc.source.identifierScopus:85159041234-
dc.source.identifierhttps://osuva.uwasa.fi/handle/10024/16301
dc.subjectFuzzy front end-
dc.subjectMarket shaping-
dc.subjectMarket image-
dc.subjectMarket system-
dc.subject.disciplinefi=Markkinointi|en=Marketing|-
dc.titleDelineating the fuzzy front end of market shaping-
dc.type.okmfi=A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä|en=A1 Peer-reviewed original journal article|sv=A1 Originalartikel i en vetenskaplig tidskrift|-
dc.type.publicationarticle-
dc.type.versionpublishedVersion-

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