Geiger, SusiSusiGeigerFinch, JohnJohnFinch2013-12-162013-12-162009 Elsev2009-09Industrial Marketing Management0019-8501http://hdl.handle.net/10197/5189We develop the concept of boundaries in the context of sales personnel and their counterparts encountering and negotiating these while they undertake work to shape markets and build relationships. Drawing on a case study from production chemistry, we show that market shaping implies a mutual development of relationships, goods and services exchanged, and boundaries. In particular, we show that while relationships can submerge and obscure parts or dimensions of boundaries to other market actors, normal business activities such as testing new products and adapting products to changes in environmental legislation make visible some material dimensions of the exchange object, which can attract attention from other sellers. Visibility finds an expression as those market objects are exchanged, such that objects can be devices by which other actors join in and position themselves and their objects within markets.enThis is the author’s version of a work that was accepted for publication in Industrial Marketing Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Industrial Marketing Management (Volume 38, Issue 6, August–September 2009, Pages 608–617) DOI:10.1016/j.indmarman.2009.04.003 Elsevier Inc.Boundary spanningMarket shapingBusiness relationshipsIndustrial marketsProduction chemistryJournal Article38660861710.1016/j.indmarman.2009.04.0032013-11-12https://creativecommons.org/licenses/by-nc-nd/3.0/ie/