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The paper contributes to the debate on a general theory of markets. The purpose of this paper is to develop a market practice model based on social practice theories, and explore new ways of describing market boundaries.

A conceptual analysis of contemporary marketing directions and market theorizations provides a basis for defining markets and market boundaries in terms of social practices and their performances by market actors.

Based on the market performances held in place by institutional practices that define, contextualize and stabilize a market, this paper defines market boundaries by nine specific categories of practices, described here as parameters.

This is a conceptual paper. Future research using empirical evidence derived from situated investigations should endeavor to refine the model and practices that define market boundaries.

The paper provides a new conceptualization of markets and market boundaries from the social practice perspective, and advances contemporary market theorizing that puts services at the center of exchange. The paper offers managerial implications by describing alternative means for analyzing markets and developing corresponding competitive strategies. Furthermore, the conception of market boundaries as nine parameters provides insights beyond the geographic and price boundaries typically used to describe market limits and exchange processes when developing policy.

The purpose of this paper is to examine the regulation of advertising by considering market‐driven firms (those seeking to keep within the boundaries set by social and industry norms) and market drivers (those seeking to stretch boundaries to gain a competitive advantage). Thought is also given to the costs of regulation and tolerance to the social purse, and the benefits gained by compliance and violation.

The authors develop a conceptual argument for boundary stretching where market drivers are present in a marketplace dominated by market‐driven firms. The authors then apply a game theory model to examine the conditions, the firm responses, and Government responses. In doing so the authors investigate incentives for non‐compliant behavior in a self‐regulated market and show that a firm can achieve a market advantage by stretching advertising boundaries.

Results suggest that when government takes a “wait‐and‐see” approach of partial tolerance, then the market driver can become the focal point for the market‐driven, and a shift will take place in the regulatory boundary. If the government is the boundary shifter then social engineers are taking advantage of artificial boundaries they know will not be enforced, with implications for campaigns such as drink‐driving, smoking, and domestic violence. Also, the market driver will gain a competitive advantage by entering a market‐driven marketplace through boundary shifts, even after incurring an initial penalty.

The research demonstrates a need for research into marketing regulation to consider firm types, violation types, and tolerance levels. The study contributes to our understanding of marketer activity with two implications; first the firm is shifting the boundaries and redefining the market focal point as themselves, rather than violating the boundaries and setting themselves outside the rules. Second, depending on the level of tolerance that government has with the regulation of advertising, there is a cost to both the social purse and to market‐driven firms associated with boundary shifters.

A market driver, looking for growth opportunities, should try to enter markets dominated by market‐driven firms, and which have self‐regulation, while market driven firms should either look for regulatory protection or act collectively to wield power over third parties – for example forcing media outlets not to carry market driver advertising.

By introducing the concept of boundary stretching and allowing for market drivers and market driven firms, the authors show the effects of regulation (or tolerance) in a realistic setting and allow for the real‐world dynamics of a marketplace where new ideas create new focal points for social acceptance. This study also provides a clear illustration of the usefulness of game theory in marketing studies.

This paper aims to explore how music festival organisers negotiate diversity and inclusion in marketing and promotion practices through symbolic and social boundaries.

Based on semi-structured interviews with 18 festival organisers in Rotterdam and participant observation with six festival photographers I show that symbolic and social boundaries are employed in three areas: (1) boundaries in festival format (i.e. [partially] free or ticketed), (2) boundaries in distribution partners and technologies and (3) boundaries in promotional content.

Symbolic and social boundaries are intentionally used by festival organisers to build and delineate festival audiences. Implications are drawn on current understandings of the accessibility of music festival spaces, arguing that festival research should move beyond within-space dynamics to grasp the negotiation of diversity and inclusion at festivals more fully.

While music festivals are often marketed as celebratory spaces that are “welcoming to everyone”, few studies have investigated diversity and inclusion nor marketing and promotion practices at music festivals. This study shows how festival audiences are shaped through marketing and promotion practices.

Over the last 15 years, articles about the base of the pyramid (BOP) have begun to appear in scholarly business journals. Although attention was driven initially by claims that corporations could earn a fortune selling to these consumers, it became clear that this is difficult. The paper aims to discuss these issues.

To move beyond this difficulty, the authors emphasize the iterative boundary capabilities built by local, for profit enterprises as the key to creating markets at the BOP.

The authors argue that the evolution of the business models to permit firms to earn profits and have positive social impact requires building iterative boundary capabilities and support this claim by reviewing two cases of community based non-profits.

Future research should demonstrate that the process the authors observed in these two cases applies in other contexts. Scaling social impact will require sharing knowledge about iterative boundary capabilities and developing best practices that can help effective allocation of patient capital to share best practice and guide public policy.

Social entrepreneurs can conceptualize their own enterprises in terms of iterative boundary capabilities. Social investors can use the framework to assess and advise enterprises in which they may or have invested. Policy makers can enact laws and other legal actions to facilitate the formation of iterative boundary capabilities.

The authors see the framework as part of a broader move toward business models that pursue both positive social impact and profits.

The authors link a structuring approach with an institutional perspective to enhance business models that pursue profit and create positive social impact in BOP communities.

This paper aims to conceptualize brand repulsion as a specific nuance of brand rejection, highlight the boundary work at play in situations of collective brand repulsion and extract implications for the brands that are at the centre of such situations and to delineate future directions for scholars.

The authors’ study of the “I Hate Apple” group on Facebook is grounded in a six-year long naturalistic enquiry designed to capture the boundary work performed by its members. The authors’ sources include netnographic data, online focus groups, observations and personal online correspondence with members and moderators.

This study’s findings reveal that certain brands serve the identity work of consumers by allowing them in erecting boundaries based on three major sources of repulsion: anti-fandom, anti-hegemony and anti-marketing. They show that for each type of boundary work, corporate and product brand repulsion seems prevalent.

This research limits itself to considering the types of boundary work related to brand repulsion as regards a single brand: Apple.

The study can help managers identify the types(s) of boundary work related to their brand and it provides practical recommendations for these various sources of brand repulsion. It also helps them distinguish between consumer brand repulsion directed against their product and their corporation.

This study advances knowledge in the field of brand rejection by exploring a specific nuance: brand repulsion. Its close examination of consumer collective practices offers a deeper understanding of the ins and outs of the paradoxical phenomenon of repulsion/attraction for a brand. The cultural lens is used as an original approach to this under-investigated nuance of brand rejection.

Reviews briefly the scope of marketing, making the distinction between the definition of marketing and of marketing's domain. Discusses the popular notion of marketing, i.e. marketing is synonymous with selling. Presents an alternative perspective of the core of marketing — the Boundaries of Marketing Model — which it suggests is a useful guide for the delineation of marketing's boundaries. Reveals that the popular notion of marketing is inadequate and that the Boundaries of Marketing Model can guide managers as to what is within their scope.

This paper takes the stance that the continuous growth of international student degree mobility creates new opportunities for academia and business to collaborate to mutual advantage. To recognize, identify and exploit these opportunities, it is critically important to understand what boundaries stand between university‐industry partnering initiatives in international higher education (HE) and what interaction processes span these boundaries. The purpose of this paper is to develop a model of the boundary‐spanning functions and processes underpinning value marketing for strategic university‐industry partnering.

The paper employs interpretive phenomenological research methods. It takes an investigative case‐based approach, studying over time the boundaries, boundary roles and processes involved in university‐industry collaborative interaction in the context of Finnish international HE.

The findings suggest that conceptualization of the university‐industry boundary‐spanning processes in international HE needs to be extended to incorporate elements concerning the power, impact and management of the boundary roles. A better understanding and adequate managing of the boundary roles may help to decrease the perceived market demand uncertainty surrounding international HE. The findings also suggest that in‐depth research is needed for the development of a holistic understanding of how partnering for international HE is experienced.

This paper represents a first attempt to conceptualize university‐industry boundary‐spanning processes, both in a general manner and from a viewpoint of value creation in working partnerships between academia and business within the context of international HE.

The purpose of this paper is to renew a research agenda considering the impact that information providers’ processes are having on the housing market; in particular to develop a research agenda around the role of the Internet in shaping households’ perceptions of the spatial nature of housing markets.

This paper reviews the existing literature. It uses preliminary extensive survey findings about the role of the Internet in housing search to hypothesise ways in which households may be affected by this transition.

Not applicable – other than evidence for the growth in the importance of the Internet in shaping households’ housing search.

First, the academy needs to readdress the theory surrounding information acquisition and use insights from economics, sociology and psychology to understand these processes. Second, local authorities and academics should analyse the impact of Internet use on housing market boundaries (and the profound subsequent impact on policy traction). Third, estate agents should reconsider the role of the Internet in shaping housing markets and provide a critical response to the large property search engines.

This paper reviews the literature and explores the necessity of a renewed interest in research on the role of information sources in framing and constraining housing search behaviour.

Scholars have primarily focused on how language represents categories. We move beyond this conception to develop a discursive perspective of market categorization focused on how categories are constructed through communicative exchanges. The discursive perspective points to three under-researched mechanisms of category evolution: (1) the interaction between market participants, (2) the power dynamics among market participants and within the discourse, and (3) the cultural and material context in which categories are constructed. In this theoretical paper, we discuss how each of these mechanisms shed light on different phases of category evolution and the methods that could be used to study them.

How can organizations use strategic frames to develop support for illegal and stigmatized markets? Drawing on interviews, direct observation, and the analysis of 2,497 press releases, I show how pro-cannabis activists used distinct framing strategies at different stages of institutional development to negotiate the moral boundaries surrounding medical cannabis, diluting the market’s stigma in the process. Social movement organizations first established a moral (and legal) foothold for the market by framing cannabis as a palliative for the dying, respecting moral boundaries blocking widespread exchange. As market institutions emerged, activists extended this frame to include less serious conditions, making these boundaries permeable.