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New market creation through transformation


Is new market creation a search and selectionprocess within the theoretical space of all possible markets? Or is it the outcome of a process of transformation of extant realities into new possibilities? In this article we consider new market creation as a process involving a new network of stakeholders. The network is initiated through an effectual commitment that sets in motion two concurrent cycles of expanding resources and convergingconstraints that result in the new market. The dynamic model was induced from two empirical investigations, a cognitive science-based investigation of entrepreneurial expertise, and a real time history of the RFID industry.

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Correspondence to Saras D. Sarasvathy.

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JEL Classification:

M13, M31, D4, D52, D71, D72, L1, L2, P42

We would like to thank the Batten Institute at the Darden Graduate School of Business Administration, University of Virginia, for supporting this research. We would also like to thank the following on specific contributions to our thesis: Anil Menon for his relentless insistence on more precise formulations of effectual reasoning; Jim March for his conversation and for inspiring us to dig into Type I and Type II errors; Rob Wiltbank for firming up the section on opportunity costs; and Stuart Read for helping us clarify our writing.

Correspondence to: S.D. Sarasvathy

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Sarasvathy, S.D., Dew, N. New market creation through transformation. J Evol Econ 15, 533–565 (2005).

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  • New market creation
  • Effectuation
  • Networks
  • Entrepreneurship