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The emergence of new market spaces: Brokerage and firm cognitive endowment

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  • Simone, Cristina
  • Barile, Sergio
  • Grandinetti, Roberto

Abstract

Framing within the service-dominant logic view, this paper deals with the emergence of new market spaces conceptualized as new contexts of use. This work aims to describe the emergence of a new value cocreation context from brokerage and exaptation strategies. By filling a literature gap, the paper describes why and how the service-dominant logic and brokerage strategy, i.e., a strategy brokering different cultural domains and contexts of use, and their variant exaptation, i.e., a strategy brokering a technological domain featured by a specific use with a completely different context of use, are useful for framing the emergence of a new market space. The paper's second aim is to draw the configuration of firm cognitive endowment—the T-shaped model—potentially enabling brokerage/exaptation strategies. The paper highlights the features a firm cognitive endowment should possess in terms of in-depth competencies and dynamic capabilities to trigger new and potentially valuable contexts of use.

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  • Simone, Cristina & Barile, Sergio & Grandinetti, Roberto, 2021. "The emergence of new market spaces: Brokerage and firm cognitive endowment," Journal of Business Research, Elsevier, vol. 134(C), pages 457-466.
    • Handle: RePEc:eee:jbrese:v:134:y:2021:i:c:p:457-466
    DOI: 10.1016/j.jbusres.2021.05.061
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