1. Substance
Over the past 2-3 decades, many new strategic marketing models and theories have emerged on how a company does well in the marketplace.

Most marketing strategies are based on the assumption that a market has certain framework conditions and rules.

The Market Shaping theory is quite new and far from its final form but it is rooted in both theory and practice. We are probably the first in the Nordic countries who are trying to formulate what Market Shaping is all about.

Market Shaping is based on the premise that you should not use existing framework conditions and rules as a starting point for your strategy as you are able to shape "the market" to your own advantage.

In many ways, the starting point is technology utilisation. It may not necessarily be a technology that you have developed yourself, but you may, for example, have brought new technology to a submarket. Technology can be software, as we know it from AirB&B.

2. Benefits
The benefits of incorporating the Market Shaping method is that, firstly, you can gain insight into a new way of thinking marketing strategy.

Secondly, for some companies, Market Shaping will be something that is relatively easy to realise. This is unlike Blue Ocean, which in theory is smart, but which in practice is difficult to succeed with.

3. More Information
Aalund will launch the new Market Shaping Model in Q1 2025 on our website.

So keep an eye on what is happening on the website or send an email to be notified when we go live 😊