Change search
ReferencesLink to record
Permanent link

Direct link
Market practices in countercultural market emergence
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing. Aalto University School of Business, Finland.
2015 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 49, no 9/10, 1563-1588 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to contribute to the growing marketing literature that investigates markets as “configurations”, i.e. networks of market actors engaged in market-shaping practices and performances. As this pioneering work has been largely focused on established mainstream markets and industries driven by large multi-national companies, the present article extends practice-based market theorizing to countercultural market emergence and also to unconventional market practices shaping it. 

Design/methodology/approach – Insights are drawn from a four-year multi-sited ethnographic study of a rapidly expanding electronic music scene that serves as an illustrative example of emergent countercultural market. 

Findings – In contrast to mainstream consumer or industrial markets, the authors identify a distinctive dynamic underlying market emergence. Countercultural markets as well as their appeal and longevity largely depend on an inherent authenticity paradox that focal market actors need to sustain and negotiate through ongoing market-shaping and market-restricting practices.

Practical implications – From a practitioner perspective, the authors discuss the implications for market actors wishing to build on countercultural authenticity. They highlight the fragility of countercultural markets and point out practices sustaining them, and also possibilities and challenges in tapping into them. 

Originality/value – The study contributes by theorizing the tensions that energize and drive countercultural market emergence. In particular, the authors address the important role of market-restricting practices in facilitating countercultural appeal that has not received explicit attention in prior marketing literature.

Place, publisher, year, edition, pages
2015. Vol. 49, no 9/10, 1563-1588 p.
Keyword [en]
Practice theory, Counterculture, Market dynamics, Market emergence, Market practices, Music scenes
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-120239DOI: 10.1108/EJM-02-2014-0066ISI: 000366494400010OAI: diva2:851001
Available from: 2015-09-03 Created: 2015-09-03 Last updated: 2016-01-04Bibliographically approved

Open Access in DiVA

fulltext(261 kB)186 downloads
File information
File name FULLTEXT01.pdfFile size 261 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Other links

Publisher's full text

Search in DiVA

By author/editor
Hietanen, Joel
By organisation
In the same journal
European Journal of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 186 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Altmetric score

Total: 333 hits
ReferencesLink to record
Permanent link

Direct link