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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis IJoLE: International Journal of Language Education Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi JURNAL PRODUKTIVITAS Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat (ABDIRA) Prosiding University Research Colloquium JURNAL RUMPUN MANAJEMEN DAN EKONOMI IJBAE
Yasir Hudzaifah
Universitas Muhammadiyah Pontianak
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : IJBAE

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Market Shaping Strategies in Emerging Markets: A Critical Synthesis Hudzaifah, Yasir; Permana, Indra Surya Permana
International Journal Business and Entrepreneurship Vol 2 No 2 (2025): July
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/de8jxe46

Abstract

This article provides a critical synthesis of the literature on market shaping strategies in emerging markets. While existing research predominantly focuses on developed economies, this review addresses the pressing need to understand how firms proactively shape markets in volatile, institutionally weak, and socio-culturally diverse environments. Drawing upon 21 rigorously selected studies, this synthesis identifies three core themes: the development of firm-level strategic capabilities, the use of cultural and institutional framing, and the innovation of business models and ecosystems. Through a thematic analysis and integrative conceptual framework, the study reveals that market shaping in emerging markets is a dynamic, multi-actor process that entails institutional entrepreneurship, ecosystem orchestration, and legitimacy-building. Unlike reactive strategies, shaping approaches in these contexts require firms to construct enabling environments, frame new norms, and often initiate the rules of the game themselves. The study contributes to the advancement of market shaping theory by offering a framework that contextualizes strategic agency within structural voids and cultural heterogeneity. Practical implications for firms, policymakers, and development actors are discussed, highlighting the importance of adaptive strategies, inclusive design, and long-term institutional engagement. The article concludes by proposing future research directions that call for longitudinal, comparative, and intersectional studies to deepen the field’s relevance across diverse emerging economies.
Co-Authors Abirama, Dhafa Alvin Suhendra Akmaliyah Akmaliyah Amalia, Tasya Syawa Amiq Amiq Andriyani, Risa Apri Rahmadi Aqila, Mu’Amar Zaki Edi Setiawan Edi Setiawan Fatmoko, Adlim Dwi Habib Kodhim Setiawan Hapsari, Yhupi Maya Ikhsan, Zainur Irbawiyanti, Shagita Joko Susilo Joko Susilo Julitia, Windi Rika Kristiyani, Tia Mohammad, Ridho Rosyid Mursalin . Nisrina Ulfah, Nisrina Pamungkas, Muhammad Ibnu Permana, Indra Surya Permana Pratama, Erga Ofiananda Putra, Kiki Pradana Ravinazan, Ravinazan Risa Andriyani Rizky, Fitri Nur Romi Ferdian Setiawan, Habib Kodhim Vivi Julia Anggraini Wulan Purnama Sari Wulan Purnama Sari Yeni Yeni Yhupi Maya Hapsari Yuyun Yuyun Zalifa Nuri