Market Translations Mechanisms: Interconnection Between Technology Development and Market Shaping
(R2024-122568)

AUTHORS

Marlon Dalmoro, Federal University of Rio Grande do Sul; Daniel de Rezende, Federal University of Lavras

ABSTRACT

The relationship between technology and marketing, often viewed as a linear process of resource transfer, is reexamined in this paper. We explore the intricate dynamics between technology and marketing, using constructivist market studies as a lens. Our aim is to understand the mechanisms that create a dynamic interconnection between the heterogeneous practices in the technology and market domains. Through a qualitative empirical investigation of the Brazilian fine cheese market, we uncover the translation mechanisms and practices that shape the materiality, discourses, and symbols that drive companies' efforts in market shaping. Finally, we discuss theoretical and practical implications.