 Emerging theories of consumer-driven market innovation, adoption, and diffusion: A selective review of consumer-oriented studiesAre Branstad and Birgit A. Solem Journal of Business Research, 2020, vol. 116, issue C, 561-571 Abstract: In this study, we argue for a redefining of the consumer's role in market innovation and suggest new patterns of consumer adoption and diffusion of market innovations. In studying the consumer-oriented literature, we identify and compare three underlying market innovation logics: (1) the incumbent legitimator logic, where market innovation is about established providers' expansion or creation of new markets through collaboration with external stakeholder groups, (2) the consumer activist logic, where market innovations are created as a result of market activism from consumers, and (3) the market co-creator logic, where markets are expanded or created through institutional change initiated by providers' and consumers' co-creation practices. Through examples from the digitalisation of local food markets, we discuss managerial implications of using each of the three market innovation logics as a perspective-taking lens. Keywords: Market innovation; Adoption; Diffusion; Co-creation; Consumers; Institutional theory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:116:y:2020:i:c:p:561-571 DOI: 10.1016/j.jbusres.2020.01.028 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.