When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market

Laetitia Mimoun, Lez Trujillo Torres, Francesca Sobande

Research output: Chapter in Book/Report/Conference proceedingConference proceeding (ISBN)

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Abstract

This paper explores how risky innovation in the fertility services market impacts legitimation dynamics and marketing expansion. We find that despite high failure, risky technology supported by scientific legitimacy leads to an expansion, rather than contraction, in consumer segments. These findings contribute to the risk, legitimacy, and services literatures.
Original languageEnglish
Title of host publicationNot Known
Volume45
Publication statusE-pub ahead of print - 11 Nov 2017
EventAssociation for Consumer Research - North America Conference 2017 - San Diego, United States
Duration: 26 Oct 201729 Oct 2017

Conference

ConferenceAssociation for Consumer Research - North America Conference 2017
CountryUnited States
CitySan Diego
Period26/10/1729/10/17

Keywords

  • Legitimacy
  • Fertility Services
  • Risky Technology
  • Innovation

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