Conceptualizing firms’ responses to inclusionary forces in the marketplace

Elena Elkanova, Adriana Guedes Arcuri, Rodrigo B. Castilhos, Fatos O. Erciyas, Elizabeth A. Minton, Anne O. Peschel, Valentina Primossi, Amelia Roberts, Andrea Tonner, Esther Uduehi, Bentley University, Fgv Eaesp, Sao Paulo, SKEMA Business School , Université Côte d, University of Birmingham, University of Wyoming, Aarhus University, University of Ottawa, De Montfort University, University of Strathclyde, University of Washington

Marketing Theory

Published online on May 04, 2026

Abstract

Marketing Theory, Ahead of Print.
This paper develops an integrative conceptual model of firm responses to the emergence of inclusionary forces in markets that have historically evolved as exclusionary. Drawing on institutional and sensemaking theories, we illustrate how marketing ...