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)

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

Fingerprint

Market expansion
Legitimacy
Fertility
Legitimation
Innovation
Contraction
Marketing
Market impact

Keywords

  • Legitimacy
  • Fertility Services
  • Risky Technology
  • Innovation

Cite this

Mimoun, L., Torres, L. T., & Sobande, F. (2017). When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market. In Not Known (Vol. 45)
Mimoun, Laetitia ; Torres, Lez Trujillo ; Sobande, Francesca. / When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market. Not Known. Vol. 45 2017.
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Mimoun, L, Torres, LT & Sobande, F 2017, When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market. in Not Known. vol. 45, Association for Consumer Research - North America Conference 2017, San Diego, United States, 26/10/17.

When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market. / Mimoun, Laetitia; Torres, Lez Trujillo; Sobande, Francesca.

Not Known. Vol. 45 2017.

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

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AB - 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.

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KW - Fertility Services

KW - Risky Technology

KW - Innovation

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