When High Failure, Risky Technology Leads to Market Expansion: the Case of the Fertility Services Market
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.
Laetitia Mimoun, Lez Trujillo Torres, and Francesca Sobande (2017) ,"When High Failure, Risky Technology Leads to Market Expansion: the Case of the Fertility Services Market", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 773-774.
Laetitia Mimoun, HEC Paris, France
Lez Trujillo Torres, University of Illinois at Chicago, USA
Francesca Sobande, University of Dundee, UK
NA - Advances in Consumer Research Volume 45 | 2017
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