Paper info

Industries emerge and perish – marketing view by a case

Jari Ruokolainen and Hannu Makkonen

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The fast emerging innovations promote industrial disruption. In the modern network economy, boosted by digitalization the pace of perish and emerge of industries is ever increasing. This paper explores emerge and perish of industries in Finland, a country that has lately been losing its main industries due to the on- going industrial revolution. The study aims to understand the mechanisms behind the perishing and emerging industries. The viewpoint in this study is on technology development and the consequences thereof to a country’s industry and policy-making. The public discussion is mainly occupied by the industrial and classical national economist leaving limited space for marketing professionals. The question is how we can be prepared for on-going and upcoming industrial changes. In this study, we build on Deleuze’s concepts to create a framework for understanding how industrial changes occur. The framework can be employed to understand how various industries perish and others start to flourish.