Demand managers currently draw on a limited range of psychology and economic theories in order to shift and shed peak electricity demand. These theories place individual consumers and their attitudes, behaviours and choices at the centre of the problem. This paper reframes the issue of peak...

Summary This paper introduces the marketing-as-practice (MAP) special issue of the Scandinavian Journal of Management. It outlines the editors' position, suggesting that there is a need for a stronger focus on MAP in marketing which engages with critical perspectives and opens up a mutually...