@article{ref1,
title="Market-widening Shaping total market demand for French and American bicycles circa 1890",
journal="Marketing theory",
year="2014",
author="Burr, Thomas Cameron",
volume="14",
number="1",
pages="19-34",
abstract="Despite advances in understanding markets from many perspectives, total market demand remains understudied. Influences on demand, such as conditions of product use, also remain neglected. Scholars of three traditions-institutionalism, product life cycle, and performativity or &quot;market-shaping&quot;-can help us understand aspects of demand, conditions of use, and efforts to shape those conditions. In this article, I make two arguments that the &quot;use-environment&quot; is a major influence on total market demand and that action to modify use-environments, or &quot;market-widening,&quot; can increase that demand. I illustrate these arguments by narrating and analyzing cases of bicycle markets in the United States and France circa 1890. Finally, I develop the implications of these cases for market studies.<p /><p>Language: en</p>",
language="en",
issn="1470-5931",
doi="10.1177/1470593113497741",
url="http://dx.doi.org/10.1177/1470593113497741"
}