In today's business world, the role of the Schumpeterian entrepreneur is dwarfed by that of the variety of market actors who co-create innovation by interacting with and integrating resources within performative practices. New actors have entered the market and changed how market innovation occurs. This study focuses on the "innomediary" as a new category of market actor. By moving beyond the mainstream research, we offer a fresh conceptualisation of innomediary agency and practices in shaping market innovation. Acting as catalysts of creativity and knowledge, innomediaries collect information, expertise, skills and experiences from a heterogeneous mass of actors, and encourage the interchange of ideas, tools, images and languages. Innomediary agency enables the deployment of four practices: 1) engaging; 2) exploring; 3) exploiting; and 4) orchestrating. Each practice involves a set of actions and resource integration. (C) 2014 Elsevier Inc. All rights reserved.

Innomediary agency and practices in shaping market innovation / Mele, Cristina; RUSSO SPENA, Tiziana. - In: INDUSTRIAL MARKETING MANAGEMENT. - ISSN 0019-8501. - 44:1(2015), pp. 42-53. [10.1016/j.indmarman.2014.10.006]

Innomediary agency and practices in shaping market innovation

MELE, CRISTINA;RUSSO SPENA, TIZIANA
2015

Abstract

In today's business world, the role of the Schumpeterian entrepreneur is dwarfed by that of the variety of market actors who co-create innovation by interacting with and integrating resources within performative practices. New actors have entered the market and changed how market innovation occurs. This study focuses on the "innomediary" as a new category of market actor. By moving beyond the mainstream research, we offer a fresh conceptualisation of innomediary agency and practices in shaping market innovation. Acting as catalysts of creativity and knowledge, innomediaries collect information, expertise, skills and experiences from a heterogeneous mass of actors, and encourage the interchange of ideas, tools, images and languages. Innomediary agency enables the deployment of four practices: 1) engaging; 2) exploring; 3) exploiting; and 4) orchestrating. Each practice involves a set of actions and resource integration. (C) 2014 Elsevier Inc. All rights reserved.
2015
Innomediary agency and practices in shaping market innovation / Mele, Cristina; RUSSO SPENA, Tiziana. - In: INDUSTRIAL MARKETING MANAGEMENT. - ISSN 0019-8501. - 44:1(2015), pp. 42-53. [10.1016/j.indmarman.2014.10.006]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11588/587787
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