From Evangelical Roots to Capitalist Returns: Market Formation from Community Beginnings

Sam Holloway, Diane M. Martin, Emily Plant, John W. Schouten, Suzanne G. Tilleman

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This research tests a theory of consumption-driven market emergence (CDME): a process wherein embedded entrepreneurs, multiple and dispersed actors from a particular habitus, innovate products outside of mainstream market logics leading to the distributed development of communities of practice around the innovations. A key feature of CDME is the introduction of a market catalyst, an actor that provides critical elements of infrastructure that, in turn, allows the emergence of a fully functioning, efficient and legitimized market. In this article we examine how the organic foods market emerged from a widespread collection of ideologically driven farmers and consumers into a high-growth and profitable commercial market. We test a model of CDME with secondary data reflecting the dynamics of the organic farming industry. Results from the fixed effects panel data estimation show strong support for the model.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Capital Returns
  • Catalyst Market
  • Community Beginning
  • Evangelical Roots
  • Formal Market


Dive into the research topics of 'From Evangelical Roots to Capitalist Returns: Market Formation from Community Beginnings'. Together they form a unique fingerprint.

Cite this