Journal article

Pleasingly Parallel: Early Cross-Disciplinary Work for Innovation Diffusion Across Boundaries in Grid Computing

Zack Kertcher, Rohan Venkatraman, Erica Coslor

Journal of Business Research | Elsevier | Published : 2020


This paper examines the adaptation of innovations to suit new fields and user communities. We argue this early-stage work to adapt a technology for a new context is essential for later diffusion, particularly with complex technological innovations—a topic less examined in marketing. Through the case of grid computing, a precursor to today’s Cloud computing, we examine the structure and process of this essential adaptation work for diffusion across boundaries, and the enabling role of government funding. Grid computing was adapted via cross-boundary collaborations by innovators and collaborators in other fields. Integrating the work of various actors and elements in the market systems traditi..

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University of Melbourne Researchers


Awarded by European Commission

Funding Acknowledgements

This paper was supported by the European Commission (30-CE-0066163/00-39), DG Information Society, and an Australian Government Research Training Program (RTP) Scholarship. It has benefitted from advice from many colleagues, including Andrew Abbott, Karin Knorr Cetina, James Evans, Raghu Garud, David Obsfeldt and Sylvia Seldon.