Delineating the fuzzy front end of market shaping

• DOI: 10.1016/j.indmarman.2023.05.004
• Publication Date: 2023-05-15T08:47:47Z
• Authors: Daniel Kindström; Hannu Makkonen; Valtteri Kaartemo
• Keywords: Conceptual framework

Emerging perspectives define markets as continuous, malleable processes that can be shaped through various activities. In this research, the authors address early phase of such market-shaping processes, developing a conceptual framework and linking front-end to an overall process. We propose develop fuzzy front end (FFE) concept centered around market image reflect shaping's less organized more exploratory phase. Nine propositions outline critical its fundamental dimensions, roles, characteristics. Finally, by outlining FFE shaping, article reveals future research directions for elaborating on concept.