This paper focuses on the work that market actors undertake in order to stabilize and de-stabilize market objects. We briefly revisit Igor Ansoff's classic product–market strategy matrix to show how marketing management literature typically equates stability in markets with commodification and...

We propose a novel perspective on positioning by dentifying goods and services first as market objects and then as marketing objects. As part of their normal marketing activities marketers position market objects and thereby provide means for other market actors to evaluate differences and...