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Market mash ups: The process of combinatorial market innovation

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  • Geiger, Susi
  • Kjellberg, Hans

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.

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  • Geiger, Susi & Kjellberg, Hans, 2021. "Market mash ups: The process of combinatorial market innovation," Journal of Business Research, Elsevier, vol. 124(C), pages 445-457.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:445-457
    DOI: 10.1016/j.jbusres.2020.11.010
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    Cited by:

    1. Jeon, Eunji & Yoon, Naeun & Sohn, So Young, 2023. "Exploring new digital therapeutics technologies for psychiatric disorders using BERTopic and PatentSBERTa," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    2. Nicole Gross & David Mothersill, 2023. "Surveillance Capitalism in Mental Health: When Good Apps Go Rogue (and What Can Be Done about It)," Social Sciences, MDPI, vol. 12(12), pages 1-25, December.
    3. Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.
    4. Nicola Mountford & Susi Geiger, 2021. "Markets and institutional fields: foundational concepts and a research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 290-303, December.
    5. Cozzolino, Alessio & Geiger, Susi, 2024. "Ecosystem disruption and regulatory positioning: Entry strategies of digital health startup orchestrators and complementors," Research Policy, Elsevier, vol. 53(2).

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