This book addresses how digitalization influences markets, and attempts to put research on digitalized markets center-stage. It explores digitalized markets through empirically based theorizing concerning the consequences of digitalization for mundane markets. The individual chapters explore several mundane markets, including personal transportation, temporary accommodation, fashion clothing, concert tickets, and web shopping. They employ a variety of useful concepts and methods to approach the complexity of digitalization of markets.
Based on these accounts, the digitalization of markets is conceived as comprising transformation of three main aspects of markets. First, digitalization transforms the elements of markets, such as actors, devices, objects, and places that contribute to constitute markets. Second, digitalization alters market processes, or developmental event sequences by changing the activities that contribute to produce the market and thus how markets develop and take form. Third, digitalization has implications for the overall forms that markets assume in terms of how market elements and processes are linked and organized.
The volume provides important contributions to our understanding of digitalized markets both through rich empirical accounts of a variety of market contexts and through conceptual developments that improve our ability to analytically deal with the market consequences of digitalization.
The chapters in this book were originally published as a special issue of Consumption Markets & Culture.
About the Author:
Johan Hagberg is Professor of Business Administration specializing in marketing at the School of Business, Economics and Law at the University of Gothenburg, Sweden. His research revolves around the digitalization of retailing, consumption, and markets.
Hans Kjellberg is Professor of Marketing at Stockholm School of Economics, Sweden, where he heads the Department of Marketing and Strategy and the Centre for Market Studies. His research focuses on economic coordination in general, and the organizing of markets in particular.