Introduction

Grammars in both cooking and engineering exist not just as rules but as a set of unspoken practices taken for granted. (Arthur, 2009, p. 77)

Over the past decade, we have witnessed a growing interest in the study of markets and their dynamics (Dolbec & Fischer, 2015; Humphreys, 2010; Penaloza & Venkatesh, 2006). This interest is fueled by the realization that market emergence and change are now occurring on an unprecedented time scale. Technologies like the Internet and cell phones have greatly increased the scope and rate of exchange, which in turn have increased the variety and variability of market conditions (Mele, Pels, & Storbacka, 2015). Addressing this dynamism is paramount for researchers interested in understanding the forces that shape the modern marketplace (Reibstein, Day, & Wind, 2009) and for practitioners interested in methods that can transform this complexity into actionable intelligence (Rolland & Parmentier, 2013; Schmidt, 2010).