Markets as configurations

Purpose – The purpose of this paper is to contribute to the development of a general theory of the market, by defining markets as configurations and exploring: how market configurations emerge and evolve in a business‐to‐business context; how a market actor can influence market configurations; and what kinds of market configuration capabilities actors need to develop. Design/methodology/approach – The topic is approached by theoretical analysis and conceptual development. Findings – Markets can be viewed as configurations of market actors engaging in market practices. Market configurations are perpetually dynamic as new actors enter the context, and as actors introduce ideas and business model elements to the network. As a result the configuration's marketness evolves towards higher levels of configurational fit, resulting in increased value co‐creation opportunities. An actor wanting to influence the market configuration can do so by working on its mental models and business models. The power of the actor's mental and business models is mediated by the actor's network position, its clout, and the fact that a change in any element evokes reactions from other actors. Actors need to develop new sets of market capabilities, such as value sensing, the ability to measure markets, price formation and pricing logics, and market scripting. Originality/value – For a scholarly audience the paper contributes to the discussion on how markets are redefined from being places where demand and supply meet and reach equilibrium, to being spaces where actors integrate resources to co‐create value. For a practitioner audience it offers ideas on how firms can shape their markets in their favour.