%0 Journal Article
%T The role of imaginaries in the construction of an innovative market: A market
%A Am¨¦lie Bellion
%A Philippe Robert-Demontrond
%J Recherche et Applications en Marketing (English Edition)
%@ 2051-5707
%D 2018
%R 10.1177/2051570717751637
%X The aim of this article is to understand to what extent imaginaries can play a role in the construction of an innovative market. We conducted a market-oriented ethnography of the nanotechnology market construction process, analysing the strategies of three categories of stakeholders: consumers, opponents and promoters. The results reveal a new form of market construction: symbolic construction. In the case of nanotechnologies, this is based on two primary mechanisms: (1) the promotional mechanics of imaginaries, which favour the market through the simultaneous use of familiar and futuristic imaginaries; and (2) ¡®meaning activism¡¯, which challenges the market using dystopian imaginaries. This research advocates an interpretive approach to innovation, enriching the marketing literature on innovation and the social construction of markets; it also highlights certain managerial insights generated by this approach
%K imaginaries
%K innovation
%K market construction
%K market-oriented ethnography
%K resistance
%K symbolism
%U https://journals.sagepub.com/doi/full/10.1177/2051570717751637