Market mash ups: The process of combinatorial market innovation

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Title: Market mash ups: The process of combinatorial market innovation
Authors: Geiger, SusiKjellberg, Hans
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Date: 1-Jan-2021
Online since: 2021-04-28T17:08:39Z
Abstract: This paper investigates market innovation that takes place at the intersection of previously weakly connected markets. Based on a longitudinal study of the development of the digital therapeutics market, we delineate the concept of combinatorial market innovation as a market innovation process that is characterized by the deliberate synthesis of market subprocesses from two (or more) existing markets. We develop a conceptualization of combinatorial market innovation related to five market subprocesses (configuring exchange agents, qualifying offerings, fashioning modes of exchange, generating market representations, and establishing market norms). Focusing on how these processes interact, we identify three distinct types of intertwinement – sequential interrelation, mutual reinforcement, and interference. We also reflect on the need for market innovation studies to more strongly consider overlaps and adjacencies between markets and market systems.
Funding Details: European Commission Horizon 2020
European Research Council
Type of material: Journal Article
Publisher: Elsevier
Journal: Journal of Business Research
Volume: 124
Start page: 445
End page: 457
Copyright (published version): 2020 the Authors
Keywords: Market systemMarket innovationHybridityCombinatorial innovationDigital therapeuticsDigital health
Language: ar
Status of Item: Peer reviewed
ISSN: 0148-2963
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Appears in Collections:Business Research Collection

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