A HOLISTIC MARKET CONCEPTUALIZATION(CRISTINA MELE, JAQUELINE PELS, KAJ STORBACKA)

I Putu Septian Adi Prayuda(041414153018)

Apa itu “market”?(Simple Question, Deep Answer)

Market

Definisi neoclassical

dipandang memiliki beberapa

kelemahandan tidak

memberikan gambaran utuh

Produk sebagai “bahan utama”

aktivitas bisnisExchange value

lebih penting dari use value

Sulit melihat bahwa hubungan seller-

buyer berkontribussi terhadap

penciptaan value

Evolusi market dipandang dari sudut pandang keseimbangan demand/supply

Perlu adanya pemahaman yang

lebih baik mengenai market structure dan

market process

Holistic Market

Conceptualization

Market Conceptualization(Move beyond mainstream marketing’s view)

Market Conceptualizat

ion

Methodological Choices

Review Literature

Present Holistic

Conceptualization

Revising

Summarizing

Integrating

Market as noun and as

verbMarket entities, market

representaions, market

performing, market sense-

making

Market Themes

Market as Noun

Market as Verb

Market Entities

Market Representat

ions

Market Performing

Market Sense-Making

(Actors)

(Actions)

Which actors are involved

Ways in which markets are signified

What actions are carried out

How markets emerge and evolve

Market: A Holistic Conceptualization

Market: A Dialectical and Integrated View

Kontribusi Teoritis Memberikan abstraksi dengan tingkat

yang lebih tinggi dengan menggabungkan konsep neoklasikal dan upaya terkini

Mengkategorikan literatur-literatur yang dianalisis ke dalam 4 tema dan 13 elemen.

Menyediakan konsep market yang holistik (menyeluruh) berdasarkan pendekatan yang plural dan mengintegrasikannya.

Future Research What are the properties of market

entities? What is the relationship across the

different entities? What is the role of artifacts and

metaphors in markets? How does the exchange and integration

of resources contribute to market making?

How do market actors script their markets?