Market mash ups: The process of combinatorial market innovation

This paper investigates market innovation that takes place at the intersection of previously weakly connected markets. Based on a longitudinal study development digital therapeutics market, we delineate concept combinatorial as process is characterized by deliberate synthesis subprocesses from two (or more) existing We develop conceptualization related to five (configuring exchange agents, qualifying offerings, fashioning modes exchange, generating representations, and establishing norms). Focusing how these processes interact, identify three distinct types intertwinement – sequential interrelation, mutual reinforcement, interference. also reflect need for studies more strongly consider overlaps adjacencies between markets systems.