Projects per year
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 contribution | En utvecklad Delphimetod för att studera framtida ändringar på marknaden |
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Original language | English |
Pages (from-to) | 124-141 |
Number of pages | 18 |
Journal | Journal of Business and Industrial Marketing |
Volume | 37 |
Issue number | 13 |
DOIs | |
Publication status | Published - 20 Oct 2022 |
MoE publication type | A1 Journal article-refereed |
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Dive into the research topics of 'Developing Delphi methodology for studying future market change'. Together they form a unique fingerprint.Projects
- 1 Finished
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WIVE: Wireless for Verticals
Nyström, A.-G. (Principal Investigator), Barner-Rasmussen, W. (Co-Investigator) & Lindström, J. (Co-Investigator)
01/01/17 → 31/12/18
Project: Industry/Business Finland