I look into the reaction of pioneering firms, once competition puts pressure on them to modify their practice. Further, I investigate how the change in meaning of an innovation affects the growth or decline of a market category.
Mixed method approach:
1) qualitative part: participatory research and semi-structured interviews at Engine – a firm which co-pioneered service design.
– survey across the field
– relational content analysis: extracting changing co-mentioned attributes in the context of service design from trade and expert journals
Main research setting:
Engine: co-pioneered the practice of service design; 20 people, mainly designers, designing physical and digital interactions with the goal to improve customer experience
Meaning; service design; market category; pioneers; entrepreneurship; organisational behaviour; market-level sense-making