Markedsskaping

Markedsskaping, often translated as market shaping or market engineering, refers to the strategic actions taken by an organization or group of organizations to influence or create the conditions of a market in their favor. This goes beyond simple marketing and advertising, aiming to fundamentally alter the structure, dynamics, or acceptance of a market to support a particular product, service, or technology.

The core principle of markedsskaping involves understanding the existing market landscape, including customer needs, competitor strategies, technological possibilities, and regulatory environments. Based on this understanding, a deliberate plan is developed to introduce changes. These changes can include educating potential customers about a new type of solution, establishing new industry standards, building a supportive ecosystem of partners, or even lobbying for favorable regulations.

Examples of markedsskaping can be seen in the introduction of disruptive technologies that redefine existing markets or create entirely new ones. Companies might invest heavily in research and development to create a superior offering and simultaneously invest in public relations and educational campaigns to foster demand and acceptance. This can also involve creating platforms that encourage network effects, where the value of the product or service increases as more users adopt it. Ultimately, markedsskaping is a proactive and often long-term strategy to secure a dominant or advantageous position within a market by actively shaping its future.