Props for Play
 
The story behind the story...

My name is Markus Giesler. I'm an assistant professor of marketing at York University's Schulich School of Business.

The impetus for this seven-year analysis was a previous ten-year career as a record producer and label owner. Like most of my colleagues in the industry, I experienced the emergence of music downloading through massively declining revenues.

Back in 1999, no one - neither in practice nor in research - could tell me how downloading would change the global music market. So I decided to go into the field and find out for myself.
  
   
   
Thank you for your interest in marketplace drama theory. If you have any questions please get in touch with me here.

The marketplace-drama analysis you can download here is published in the Journal of Consumer Research (April 2008).

While this article develops the concept first, using seven years of ethnographic data and a full-fledged theoretical discussion, a managerial follow-up paper will soon be made available for download.

A pre-study on music downloading was also published in the Journal of Consumer Research (September 2006) and can be downloaded here.
   
 
The Idea
What's it all about and why you should care? A brief tour through the market theater.
 
How Markets Change
Learn how markets change and why. Market evolution - a drama in four acts.
 
Brands on Stage
Why brand managers should go to drama school and what they can learn.
 
Props for Play
Interested in the whole story? Here you will find all materials for download.