Multimarket approach to market emergence and evolution

In this conceptual paper, we provide a brief review of the academic literature on market emergence and evolution by examining studies in consumer research. Although the extant research informs us how a market emerges and evolves, there is still a paucity of research exploring how the interrelationships between the focal market and existing markets influence the market emergence and evolution processes. We present a broader multimarket perspective which considers relationships and interactions between multiple market structures which change the existing markets, as well as creating new markets. Given the complex interrelationships between markets, we argue that the multimarket approach is crucial in further understanding the dynamics of markets. Finally, we suggest implications of the multimarket approach in undertaking research on market emergence and evolution.