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Creating new value through repurposing digital innovations
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Antonopoulou, K., Nandhakumar, Joe and Henfridsson, Ola (2016) Creating new value through repurposing digital innovations. In: 76th Annual Meeting of the Academy of Management, Anaheim, California, USA, 05-09 Aug 2016. Published in: 76th Annual Meeting of the Academy of Management, AOM 2016 pp. 1616-1621.
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Abstract
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 Item (Paper) | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School Faculty of Social Sciences > Warwick Business School > Information Systems & Management |
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Journal or Publication Title: | 76th Annual Meeting of the Academy of Management, AOM 2016 | ||||
Publisher: | Academy of Management | ||||
Official Date: | January 2016 | ||||
Dates: |
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Page Range: | pp. 1616-1621 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Reuse Statement (publisher, data, author rights): | Conference of 76th Annual Meeting of the Academy of Management, AOM 2016 ; Conference Date: 5 August 2016 Through 9 August 2016; Conference Code:128581 | ||||
Access rights to Published version: | Restricted or Subscription Access | ||||
Conference Paper Type: | Paper | ||||
Title of Event: | 76th Annual Meeting of the Academy of Management | ||||
Type of Event: | Conference | ||||
Location of Event: | Anaheim, California, USA | ||||
Date(s) of Event: | 05-09 Aug 2016 | ||||
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