Authors: Malcolm T. Cunningham
Painting pictures gives the artist scope for the selective transforming of reality. Likewise,it is no surprise that the nature and functioning of markets can be transformed into’theories’, ‘ perceptions’ and ‘pictures’ which are held by its participants. There is nosingle, objective representation of how market relationships, networks or competitionactually work (Ford 2003). Yet the different pictures created by people have a majorinfluence on the behaviour of firms and individuals. These pictures are formed by thebeliefs and experiences about how the activities of customers, suppliers and othercompetitors impinge upon their own firm’s marketing strategy and competitive behaviour.As greater knowledge and experience accumulates, so will these market pictures evolveover time. Yet they still retain their diversity. But they will remain as pictures orrepresentations in the absence of any grand, robust and testable theory.
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Publish Year: 2004
Conference: Copenhagen, Denmark (2004)