Jump to ContentJump to Main Navigation
How Industry Analysts Shape the Digital Future$
Users without a subscription are not able to see the full content.

Neil Pollock and Robin Williams

Print publication date: 2016

Print ISBN-13: 9780198704928

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198704928.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use.date: 24 May 2022

Give Me a 2✕2 Matrix and I Will Create the Market

Give Me a 2✕2 Matrix and I Will Create the Market

(p.226) Chapter 9 Give Me a 2✕2 Matrix and I Will Create the Market
How Industry Analysts Shape the Digital Future

Luciana D’Adderio

Oxford University Press

Scholars have described how rankings can be consequential in shaping the economy. The prevailing argument is that they wield influence through encouraging ‘mechanisms of reactivity’ amongst market actors. The chapter investigates whether there are additional agential aspects of rankings beyond such ‘social’ accounts. It suggests that ‘sociomateriality’ is also a significant aspect of a ranking’s influence. The chapter develops our discussion of Gartner’s Magic Quadrant, and similar ranking devices such as the ‘Forrester Wave’, to show how the ‘format and furniture’ of a ranking can mediate and constitute markets. One constraint was rooted in the visual format. For a Magic Quadrant to help its audiences discriminate between offerings in the market, a certain number and distribution of vendors is needed. This was described to us as ‘the beautiful picture’: with too many it became hard to discriminate; with too few established providers there was little need to resort to analysts.

Keywords:   sociomateriality, socio-materiality, Magic Quadrant, rankings, reactivity, Espeland, market devices, two-by-two matrix

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .