Absence and visioning in market shaping

Linda D. Peters, Jaqueline Pels, Mariia Syväri, Suvi Nenonen, Department of Marketing, and Analytics, University of Nottingham, Business School, Universidad Torcuato Di Tella, Buenos Aires, Department of Marketing and International Business, Turku School of Economics, Department of Marketing and Strategy, Stockholm School of Economics, Business School, LUT University

Marketing Theory

Published online on March 06, 2026

Abstract

Marketing Theory, Ahead of Print.
Growing interest in market shaping highlights the need to examine how some actors proactively envision and influence their markets. The early stages of market shaping involve visioning – the crafting of a future market vision and initiating changes to ...