Collective Market Shaping in Business-to-Business Ecosystems for Zero-Emission Construction
(A2026-133873)

AUTHORS

Katharina Windler, Lucerne University of Applied Sciences and Arts; Uta Juettner, Lucerne School of Business / Lucerne University of Applied Sciences and Arts; Karina von dem Berge, Lucerne School of Business / Lucerne University of Applied Sciences and Arts; Larissa Dahinden, Institute of Communication and Marketing, Lucerne School of Business

ABSTRACT

This paper examines how multiple actors in three Swiss zero-emission construction site pilots engage in market shaping practices and framing processes that (re)configure coordination. Using an abductive multiple-case design, we find three market shaping practice bundles – access and sharing, assurance and data governance, as well as early buyer–supplier alignment – and identify how they combine into two distinct market shaping configurations: an incumbent–servitisation configuration centred on contractual control and compliance, and a platform–ecosystem configuration based on distributed access, shared digital reporting and early co-planning. The study contributes a meso-level explanation of collective market shaping in procurement-driven sustainability transitions, highlighting how generative and retentive effects emerge simultaneously and how governance arrangements shape alternative transition pathways.