Great expectations: intersecting markets, conflicting temporalities and the difficulty of shaping markets

There is growing interest in how actors can shape markets. Focus hasmainly been on how individual firms try to shape markets, while lessattention has been devoted to exploring how actors work together toshape markets and why it is sometimes difficult to change existingmarkets. Based on a study of efforts to shape markets for Danishwelfare pork we find that different actors are involved in differentmarkets ruled by conflicting temporalities and time binds, making itdifficult to coordinate activities and shape markets where animalwelfare is a more important matter of concern. Our findings haveimplications for research as well as practitioners and policy makerswho want to shape markets in the green transition to more sustain-able production and consumption practices.