From Farms to Fuel Tanks – Who defines the market and why it matters.

Entrepreneurs entering new markets must consider how their products or services create value for customers. What customers value, however, is often shaped by competition between different stakeholders who seek to define problems and appropriate solutions. We argue and find that competing stakeholders influence what becomes valued in the market and shape the technologies and products developed by entrepreneurs. From the perspective of those promoting new markets, market growth requires a balancing act between maintaining control over market definitions and attracting new customers. In growing a new market, entrepreneurs and market pioneers may unintentionally attract other stakeholders who seek to alter or redefine market meanings, which can drive demand away from initial producers, foster the development and adoption of unforeseen technologies, and facilitate market entry of diverse organizations.