Dr. Carlos DIAZ RUIZ

Professor in Marketing & Consumer studies

Market representations in industrial marketing

The paper shows that the form in which the market is represented influences marketing strategy. A product differentiation strategy is more likely to be adopted when market representations are indicative and stable; this contrasts to a service focus strategy, which is more likely to be chosen when market representations are destabilizing and dynamic.

This is a so-called personal version (author’s manuscript as accepted for publishing after the review process but prior to final layout and copy editing) of the article.

Diaz Ruiz, Carlos and Christian Kowalkowski (2014), “Market representations in industrial marketing: Could representations influence strategy?”, Industrial Marketing Management,

Readers are kindly asked to use the official publication in references.


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