Finch, JohnJohnFinchGeiger, SusiSusiGeiger2013-11-212013-11-212013, Else2011-08Industrial Marketing Managementhttp://hdl.handle.net/10197/4967This paper focuses on the work that market actors undertake in order to stabilize and de-stabilize market objects. We briefly revisit Igor Ansoff's classic product–market strategy matrix to show how marketing management literature typically equates stability in markets with commodification and inertia. To escape this inertia, marketers often ‘warm up’ or destabilize existing market objects by changing the material bases of the object, for instance in incremental product development. But this ‘warming up’ invites other market actors to also question or destabilize the networks that are supposed to hold the market object in its new (market) space. We utilize archival research to trace one case each of market and product development within the pharmaceutical realm, demonstrating: first, the effort market actors put into ‘cooling down’ and ‘warming up’ market objects; second, how contested such efforts can be; and third, how the object's material attachments may limit its symbolic malleability.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 40, Issue 6, August 2011, Pages 899–906) DOI:10.1016/j.indmarman.2011.06.034Elsevier Inc.Market studiesPharmaceuticalsProduct developmentMarket developmentObjectification workJournal Article40689990610.1016/j.indmarman.2011.06.0342013-11-12https://creativecommons.org/licenses/by-nc-nd/3.0/ie/