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In this paper the authors consider the interrelationships between users and market shaping. Current research addressing the user is centred upon product development/innovation and user configurations. They argue that this dominant "Co-construction of users and technology" perspective has a weak link to markets (and indeed marketing activities). The purpose of the paper is to explore the role of users in markets. They contend that there are two types of user roles in markets: First, users of products and services may (to varying extents) take part in shaping/producing the markets in which these goods are being exchanged; second, users of markets may capitalize on previous investments made to establish markets.
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