Marketing 2021

What do we really know about market system dynamics? A comprehensive literature review

Federico Mangiò, Gabriele Murtas, ∙ Giuseppe Pedeliento, Daniela Andreini֗, Cristina Bettinelli

Contributing to the recent trend that has seen the marketing scholarship refocus around the leading actor of marketing, i.e. the market itself, Market System Dynamics (MSD from now on) has emerged as an appealing branch marked by significant sociological and cultural sensitivity. Indeed, MSD is a research “approach” (Ertimur & Chen, 2019; Ertekin, Atik & Murray, 2020), which conceives and explores markets as complex socio-cultural, political, and historical systems stemming from discursive meaning negotiations practiced by multiple market-shaping actors (Giesler & Fischer, 2017). The identification of MSD as a separate subfield of consumer research originated from two opposite discontents shared by CCT scholars (Nojgaard & Bajde, 2020).

#CCT #market studies #market system #Market System Dynamics