 The emergence of new market spaces: Brokerage and firm cognitive endowmentCristina Simone, Sergio Barile and Roberto Grandinetti Journal of Business Research, 2021, vol. 134, issue C, 457-466 Abstract: Framing within the service-dominant logic view, this paper deals with the emergence of new market spaces conceptualized as new contexts of use. This work aims to describe the emergence of a new value cocreation context from brokerage and exaptation strategies. By filling a literature gap, the paper describes why and how the service-dominant logic and brokerage strategy, i.e., a strategy brokering different cultural domains and contexts of use, and their variant exaptation, i.e., a strategy brokering a technological domain featured by a specific use with a completely different context of use, are useful for framing the emergence of a new market space. The paper's second aim is to draw the configuration of firm cognitive endowment—the T-shaped model—potentially enabling brokerage/exaptation strategies. The paper highlights the features a firm cognitive endowment should possess in terms of in-depth competencies and dynamic capabilities to trigger new and potentially valuable contexts of use. Keywords: Emergence; Market space; Context of use; Brokerage; Exaptation; T-shaped model (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:134:y:2021:i:c:p:457-466 DOI: 10.1016/j.jbusres.2021.05.061 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 |
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