Conceiving multiple markets through network analysis: evidence from the emergence of the World Music market

Abstract

ABSTRACTThe idea of multiple markets, conceptualised as a variety of concrete market configurations, was fruitfully developed in the socio-material networks research programme. However, it has not yet been able to solve the following puzzle: the differentiation and specification of multiple markets that exist at the same time in the same place. In this paper, I argue that White’s model of ‘markets from networks’ can contribute to filling this gap, since it is centred on the specification of a market’s structural and cultural boundaries. His model allows for the analysis of concrete market practices intertwined with more abstract concepts of markets formed in discourses that move firms and markets across different levels – from local markets to market sectors. An in-depth analysis of the emergence of the World Music market demonstrates the advantages of employing this model in the analysis of multiple markets.