Market shaping is a powerful strategy that unleashes value gains from greater market size, efficiency and profitability. This book, written by experts in the field, presents a universal, teachable, and actionable framework for understanding and shapingmarkets.

Purpose – This study aims to identify institutional work mechanisms that public actors employ in market shaping.Design/methodology/approach – The paper uses an abductive theorizing process, combining a literature review with an empirical exploration of three different market-shaping...

Coopetition—consisting of concurrent cooperation and competition—mainly focuses on business activities far from the customer, such as research and development. However, coopetition close to the customer, comprised of marketing and sales, remains an under-researched area. Applying grounded...