Developing Delphi methodology for studying future market change

Anna-Greta Nyström, Valtteri Kaartemo

    Research output: Contribution to journalArticleScientificpeer-review

    1 Citation (Scopus)
    37 Downloads (Pure)

    Abstract

    Purpose: The purpose of this paper is to develop Delphi methodology toward a holistic method for forecasting market change. Delphi methodology experienced its culmination in marketing research during the 1970s–1980s, but still has much to offer to both marketing scholars and practitioners in contexts where future market changes are associated with ambiguity and uncertainty. Design/methodology/approach: This study revives the Delphi methodology by exemplifying how a recently developed framework on market change can be combined with the Delphi technique for data collection to support forecasting activities and research. The authors demonstrate the benefits of the improved methodology in an empirical study on the impact of the fifth generation of wireless communications technologies (5G) on the Finnish media market. Findings: The developed methodological approach aids marketing scholars in categorizing and analyzing the data collected for capturing market change; and better guiding experts/respondents to provide holistic projections of future market change. The authors show that using a predefined theoretical framework in combination with the Delphi method for data collection and analysis is beneficial for studying future market change. Originality/value: This paper develops Delphi methodology and contributes with a novel methodological approach to assessing market change.

    Translated title of the contributionEn utvecklad Delphimetod för att studera framtida ändringar på marknaden
    Original languageEnglish
    Pages (from-to)124-141
    Number of pages18
    JournalJournal of Business and Industrial Marketing
    Volume37
    Issue number13
    DOIs
    Publication statusPublished - 20 Oct 2022
    MoE publication typeA1 Journal article-refereed

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