The working paper “The Nordic Street Food Evolution: One Food Truck at a Time” was presented at the Association for Consumer Research Conference in Baltimore, MD, 23-26 Oct 2014.
How do markets change? An increasing amount of contemporary scholars has used the “market” as the unit of analysis. However, we need further empirical endeavours investigating who actually are initiating the dynamics and pushing the evolution of marketplace cultures. I attempt to add insights to contemporary market formation theory by investigating the new Nordic Street Food Movement. Initial findings from a 2-year ethnography in the Nordic street food movement suggest that marketplace cultures evolve incrementally in a co-produced coalition with consumers, entrepreneurs, media and policy makers.
Marcus Klasson, Lund University.