Innomediary agency and practices in shaping market innovation |
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| Institution: | 1. Department of Marketing, CERS — Centre for Relationship Marketing and Service Management, Hanken School of Economics, PO Box 479, FIN-00101 Helsinki, Finland;2. Department of Marketing, Stockholm Business School, Stockholm University, Roslagsvägen 101, Building 7, SE-106 91 Stockholm, Sweden;1. Department of Marketing, Lancaster University Management School, Lancaster LA1 4YX, UK;2. Department of Marketing and Strategy, Stockholm School of Economics, P.O. Box 6501, S-113 83 Stockholm, Sweden;1. Fuqing Branch of Fujian Normal University, School of Economics and Management, No. 1, Xiaoyuan Xincun, Longjiang Road, Fuqing City Fujian Province, 350300, China;2. Tzu Chi College of Technology, Department of Marketing and Distribution Management, 880, Sec.2, Chien-kuo Rd., Hualien City, 970, Taiwan;1. Queen''s University Management School, Queen''s University Belfast, Riddel Hall, 185 Stranmillis Road, Belfast BT9 5EE, Northern Ireland, UK;2. Birmingham Business School, University of Birmingham, University House, Edgebaston, Birmingham B15 2TY, UK;3. Kent Business School, University of Kent, Canterbury, Kent CT2 7PE, UK;1. Department of Information Management, I-Shou University, Kaohsiung 840, Taiwan;2. Department of Multimedia Design, Takming University of Science and Technology, Taipei 11451, Taiwan;3. Department of Information Management, Advanced Institute of Manufacturing with High-Tech Innovations (AIM-HI), National Chung Cheng University, Chia-Yi 62102, Taiwan |
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| Abstract: | In today's business world, the role of the Schumpeterian entrepreneur is dwarfed by that of the variety of market actors who co-create innovation by interacting with and integrating resources within performative practices. New actors have entered the market and changed how market innovation occurs. This study focuses on the “innomediary” as a new category of market actor. By moving beyond the mainstream research, we offer a fresh conceptualisation of innomediary agency and practices in shaping market innovation. Acting as catalysts of creativity and knowledge, innomediaries collect information, expertise, skills and experiences from a heterogeneous mass of actors, and encourage the interchange of ideas, tools, images and languages. Innomediary agency enables the deployment of four practices: 1) engaging; 2) exploring; 3) exploiting; and 4) orchestrating. Each practice involves a set of actions and resource integration. |
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