TY  - JOUR
PY  - 2014//
TI  - Market-widening Shaping total market demand for French and American bicycles circa 1890
JO  - Marketing theory
A1  - Burr, Thomas Cameron
SP  - 19
EP  - 34
VL  - 14
IS  - 1
N2  - 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 "market-shaping"-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 "use-environment" is a major influence on total market demand and that action to modify use-environments, or "market-widening," 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>
LA  - en
SN  - 1470-5931
UR  - http://dx.doi.org/10.1177/1470593113497741
ID  - ref1
ER  -