Social Movement Targeting Companies and Market Emergence

This chapter reviews existing research on market emergence due to the activities of SMOs and points out that studies have primarily focused on market emergence intended by SMOs. However, this study assumes that target companies, non-target companies, and consumers that are affected directly and indirectly by the activities of SMOs react in various ways, and suggest that their diverse reactions can create various markets that the SMO did not intend, including the one inconsistent with its superordinate goals.