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

Laetitia Mimoun; Lez Trujillo Torres; Francesca Sobande

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

Laetitia Mimoun
, Lez Trujillo Torres
, Francesca Sobande

Business School

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding (ISBN) › peer-review

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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 language	English
Title of host publication	Not Known
Volume	45
Publication status	E-pub ahead of print - 11 Nov 2017
Event	Association for Consumer Research - North America Conference 2017 - San Diego, United States Duration: 26 Oct 2017 → 29 Oct 2017

Conference

Conference	Association for Consumer Research - North America Conference 2017
Country/Territory	United States
City	San Diego
Period	26/10/17 → 29/10/17

Keywords

Legitimacy
Fertility Services
Risky Technology
Innovation

Access to Document

Francesca Sobande - When High Failure Risky Technology Leads to Market Expansion_The Case of the Fertility Services Market.docxAccepted author manuscript, 34.3 KBLicence: CC BY-NC-ND

http://www.kfs.edu.eg/com/pdf/20820152253917.pdf

Cite this

@inproceedings{fc7804e98d3148f38a1b7b3c50043965,

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

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.",

keywords = "Legitimacy, Fertility Services, Risky Technology, Innovation",

author = "Laetitia Mimoun and Torres, \{Lez Trujillo\} and Francesca Sobande",

note = "Advances in Consumer Research; Association for Consumer Research - North America Conference 2017 ; Conference date: 26-10-2017 Through 29-10-2017",

year = "2017",

month = nov,

day = "11",

language = "English",

volume = "45",

booktitle = "Not Known",

}

TY - GEN

T1 - When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market

AU - Mimoun, Laetitia

AU - Torres, Lez Trujillo

AU - Sobande, Francesca

N1 - Advances in Consumer Research

PY - 2017/11/11

Y1 - 2017/11/11

N2 - 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.

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.

KW - Legitimacy

KW - Fertility Services

KW - Risky Technology

KW - Innovation

UR - https://www.acrwebsite.org/web/conferences/proceedings.aspx

UR - http://www.acrweb.org/acr/assets/ACR2017_Program.pdf

M3 - Conference proceeding (ISBN)

VL - 45

BT - Not Known

T2 - Association for Consumer Research - North America Conference 2017

Y2 - 26 October 2017 through 29 October 2017

ER -

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

Abstract

Conference

Keywords

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