Market mash ups: The process of combinatorial market innovation
基于数字疗法市场的纵向研究，提出组合式市场创新概念，分析五个市场子过程如何交织产生新市场，对研究市场重叠与相邻关系的学者有参考价值。
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.