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

Mimoun, Laetitia, Torres, Lez Trujillo and Sobande, Francesca (2017) When High Failure, Risky Technology Leads to Market Expansion: The Case of the Fertility Services Market. Association for Consumer Research North America Conference 2017, 26/10/2017-29/10/2017, San Diego, California, 45, ISSN 0098-9258.

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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.

Item Type: Conference or Workshop Item (Proceedings)
Additional Information: Advances in Consumer Research
Uncontrolled Keywords: Legitimacy; Fertility Services; Risky Technology; Innovation
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Business and Management
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Date Deposited: 06 Nov 2017 11:04
URI: http://repository.edgehill.ac.uk/id/eprint/9798

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