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Article: Cognitive gap between producers and consumers in the process of new product market formation.(Column)
- Article from:
- Journal of International Business Research
- Article date:
- September 1, 2008
- Author:
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In this paper, I explored the factors influencing product market dynamics from the perspective of differing knowledge structures of producers and consumers. In the first part, I defined a product market as a socially constructed knowledge structures that are shared among market actors (Rosa et al. 1999). Then, I identified two factors that influence the formation of product markets: the competitive arena perceived by producers, and consumers' knowledge with regard to product classification.
In the second section, I reviewed previous researches to understand the elements that influence these two factors. Previous research on consumers' perceptions of category ...