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

Marketing of Quantifications

Marketing of Quantifications

(p.159) Chapter 7 Marketing of Quantifications
How Industry Analysts Shape the Digital Future

Gian Marco Campagnolo

Oxford University Press

The chapter discusses Gartner’s signature research piece the ‘Magic Quadrant’ which some describe as the most influential piece of research in the IT domain. The substantive interest in the chapter is to understand the history, construction and contemporary use of this object. The chapter shows how it both derives from, and has led to, deep transformations within corporate computing. However, the Magic Quadrant is not without controversy. It is described by some as wielding ‘substantial power’ and by others as nothing short of ‘simple marketing’. Conceptually, the chapters aim is to discuss what the Magic Quadrant might mean for our understanding of the idea of ‘commensuration’. Is the Magic Quadrant powerful because it is a ranking and therefore puts all vendors on an even scale, as some would argue (Espeland & Stevens 2009) or is it influential for other reasons? The chapter makes some suggestions in this latter direction through exploring the ‘marketing of quantifications’.

Keywords:   Magic Quadrant, commensuration, economy of qualities, Karpik, ranking, branding, Lury, Espeland

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 .