Innovation Diffusion from the Service-Dominant Logic: The case of the Metaverse

Abstract

This paper aims to examine the diffusion of innovation as a collective endeavour of actors, more specifically, market disruptors. Drawing on service-dominant (S-D) logic and service ecosystems perspective, innovation is conceptualised as a process of altering the set of interrelated institutions – long-lasting rules, norms, values and beliefs – that coordinate and govern value cocreation and resource integration practices. Such alterations are done by actors through what is referred to as institutional work. That said, the purpose of this paper is to explore and identify the patterns of institutional works that market disruptors collectively do specially in the early phases of innovation. The Metaverse, as a novel value cocreation structure, was examined as a case study in which 14 actors were studied as units of observation. By analysing the collected primary and secondary data, we identify a pattern of the conducted institutional work sorted by occurrences. By dismantling this pattern, our findings show a great focus on creating work that targets the cognitive institutional pillar.