Market Shaping through Radical Technological Innovation: A Systemic Perspective Event as iCalendar

(Marketing)

28 November 2018

12 - 1pm

Venue: The University of Auckland Business School, Level 3, Room 321, 12 Grafton Road, Auckland, 1010

Presenters: Julia Fehrer, Maximilian Reiter

Abstract:
For radical technological innovations markets are largely absent. This is because radical technological innovation often fundamentally changes social interactions, the structure and practices of exchange and the nature of service. Further, radical technological innovation often comes with a huge variety of application fields and outputs that are unpredictable and uncertain. Thus, we suggest to rethink markets by viewing them as systems, where versatile actors learn, discover, and acquire information from one another in the system and thereby shape this system. Radical technological innovation – for example the cases of StretchSense or Soulmachines here in New Zealand – are particularly insightful and rich for understanding how markets evolve in perpetual reciprocal processes through the interplay of versatile actors, including founders, incubators, potential customers, universities, policy makers and investors. With this first project, which is part of a larger research program, we aim to understand how networks, centred around radical technological innovation evolve and how learning and adoption processes of versatile actors develop. Our developed framework will guide entrepreneurs, managers, investors and public policy makers to successfully commercialise radical technological innovation. 

Bio:
Julia A Fehrer is Lecturer in Digital Marketing at the University of Auckland, New Zealand and Research Fellow in Marketing and Service Management at the University of Bayreuth, Germany. Her research focus includes actor engagement in networks, systemic business models, market shaping and systemic innovation. She has twelve years of professional experience with senior positions in marketing across countries in the insurance industry. Her expertise in strategy development and customer relationship management ensures managerial relevance and a theorising process that resonates with industry experts.

Maximilian Reiter is Graduate Student in Business Administration at the University of Bayreuth, Germany, with a major on strategic and international management, currently writing his master thesis on the ‘Commercialization of Radical Technological Innovation: The role of Network Shaping to form Ready Markets’. He is research assistant in Marketing at the University of Auckland and has working experience in the German automobile industry, retail and medical technology. 

For more information contact:
Julia Fehrer
Email: j.fehrer@auckland.ac.nz