Creating new value through repurposing digital innovations

Antonopoulou, Katerina, Nandhakumar, Joe and Henfridsson, Ola (2016) Creating new value through repurposing digital innovations. In: 76th Annual Meeting of the Academy of Management, 5-9 August, 2016, Anaheim, California.

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Increasingly, digital ventures generate new value through repurposing existing digital capabilities once encountering new business contexts. However, we know little about such encounters and the process by which a digital innovation is repurposed across multiple business contexts. To this end, we develop a new perspective for understanding repurposing as process of making a product-agnostic digital innovation valuable within and across business contexts. We draw on an in-depth case study of a firm offering a digital platform, which was repurposed across different business contexts with multiple value encounters. In studying these value encounters, we identified three recurring practices for making a product-agnostic digital innovation valuable: platform-inspired envisioning; reconditioning digital capabilities; formulating value narratives. Our new theoretical perspective contributes to the literatures on digital innovation and value creation. First, we contribute to prior technology and innovation studies by capturing and theorizing a new form of recombination, which we label repurposing. The notion of repurposing offers a new way of understanding how digital capabilities can be recombined to offer values across product and market boundaries. Second, we contribute to the digital innovation literature by developing a process model that articulates the dynamics by which digital technology can be repurposed to generate value in innovation across multiple contexts.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Best paper award in OCIS (California, 2016)
Schools and Departments: University of Sussex Business School > Management
Related URLs:
Depositing User: Katerina Antonopoulou
Date Deposited: 23 Jan 2017 12:38
Last Modified: 11 Nov 2019 13:25
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