Temporal work by consultants in nascent market categories: constructing a market for knowledge in quantum computing

The literatures on market categories and temporal work pay limited attention to the agentic role of intermediaries in nascent categories. Through an inductive analysis quantum computing, we explore how management consultancies perform such settings. We find that construct a for knowledge by engaging three types work. First, they bring future category into present existence thus make it object action. Second, ultimate uncertainty ambiguity therefore need external knowledge. Third, create sense urgency immediate engagement. Our findings shed light active intermediating categories, allowing them capitalise novel markets very early on.