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Triangle Of Reframing : A study of how organizations shape already existing markets through mobilizing market devices

This study addresses the issue of consumers’ wish to shop more sustainable fashion butinstead turning to fast fashion (Islam et al., 2021; Silva et al. 2020; Wang et al., 2022). With that said, this study discusses and examines how marketing benefits the second-hand clothes market in Sweden. Entrenched in market studies of market-shaping, market devices and actor network theory (ANT) (Nenonen et al., 2019; Muniesa et al., 2007; Sayes, 2013), this study depicts the use of market devices in the process of shaping the second-hand clothes market in Sweden. The methodology of the thesis consists of online and offline observations throughout Arkivet’s four market devices: in-store, digital media, website and e-commerce. The results show that Arkivet’s market devices reframe the market, the products within it and the interactions between buyers and sellers, which ties in with the factors necessary for market-shaping (discovering value potential and mobilizing resources) (Nenonen et al. 2019). Based on previous market studies and the observations conducted, this study assembles a newly created model representing the role market devices assume in the process of shaping an existing market.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-218813
Date January 2023
CreatorsHeed, Ella, Hellqvist, David
PublisherStockholms universitet, Företagsekonomiska institutionen
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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