Business Research Collection

This article describes the experiences of two market studies scholars who became involved in an Applied Research Centre aimed at developing a societally valuable market in digital health–an experience that ended in failure. We introduce the concept of epistemological liminality as a theoretical tool to problematise our own positionality as ‘market experts’ in this failed academic-industry-government collaboration around a concerned market. Liminality involved entering a transitional space–time in which our academic knowledge as market studies scholars was suspended, but where we failed to successfully move into a new epistemic space of ‘applied market studies’. This state of suspension–and frustration–is a cautionary tale for the difficulties of linking different (and often contradictory) epistemic communities that meet in applied research. We stop short of providing a moral to this market (non)performance tale, but we do highlight the need for openness and debate on the knowledges that come together to make a market in such collaborations.