As firms explore for growth and business model innovation, they increasingly are forced to re-consider their market definition – where are the boundaries of the market? There is a growing interest among several research schools to create a better understanding of how markets function: within evolutionary economics, sociology, marketing, and strategic management. The key questions, from a managerial point of view, cover issues such as: how do markets form, how can they be shaped, how companies can engage in market shaping activities, what is the role of consumers in shaping markets, how is value shared in markets?
- Teacher: Ksenia Kosheleva
- Teacher: Kaj Storbacka