Market emergence through marketization lens: Case Restaurant Day

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Jumppanen, Nina 2014-02-19T13:12:10Z 2014-02-19T13:12:10Z 2013
dc.description.abstract Objectives of the study: The functioning of markets has received increasing interest, however, the research on market evolution processes and their specific features is limited. This thesis is to further the understanding of Caliskan and Callon's marketization framework through describing one market emergence process, and also to find links to other consumer culture theories. The marketization framework recognizes the different elements in market evolution, however, the model is highly abstract and conceptual. The main goal of this study is therefore to explore and analyze a novel market setting through this marketization lens, and to provide practical and theoretical implications for research on evolutionary market processes. Research method: Restaurant Day, a one-day food carnival born in Finland and held four times a year, is chosen as a research context because of its newness and unique features. The methodology consists of an ethnographic research process including formal and informal interviews, observation, netnography, and self-participation in Restaurant Day. Findings: The findings reveal that all five marketization elements are there to be seen on Restaurant Day, however, this study notices that the marketization model does not cover intangible goods, limits of growth, market changes or institutionalization, non-monetary prices, or the market spirit. Restaurant Day market follows the marketization framework, however, there are emergent elements. This study also contributes to understanding encounters' role in market development. First, the encounter includes most of the market action as the actors are colliding in order to create the basis for a market. Second, the encounter develops dynamically, not just structurally, and when it matures it clarifies and constructs the whole market. en
dc.format.extent 82
dc.language.iso en en
dc.title Market emergence through marketization lens: Case Restaurant Day en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword consumer culture
dc.subject.keyword market development
dc.subject.keyword food culture
dc.subject.keyword market emergence
dc.subject.keyword marketization
dc.subject.keyword legitimacy
dc.subject.keyword citizen activism
dc.subject.keyword city culture
dc.subject.keyword goods
dc.subject.keyword agencies
dc.subject.keyword encounters
dc.subject.keyword price-setting
dc.subject.keyword market dynamics
dc.identifier.urn URN:NBN:fi:aalto-201402201455
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon markkinat
dc.subject.helecon markets
dc.subject.helecon kehitys
dc.subject.helecon development
dc.subject.helecon kuluttajat
dc.subject.helecon consumers
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon kaupungit
dc.subject.helecon towns
dc.subject.helecon ruoka
dc.subject.helecon food
dc.subject.helecon ravintolat
dc.subject.helecon restaurants
dc.subject.helecon kulttuurijohtaminen
dc.subject.helecon arts management
dc.subject.helecon hinnat
dc.subject.helecon prices
dc.ethesisid 13499 2013-08-27
dc.location P1 I fi

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