The mimetic Power for the Diffusion of Innovation

Abstract

Scientific research creates knowledge, theories, or models that might lead to innovation of products, processes, or institutions (e.g., e-markets) offering practical value propositions to improve human well-being. This paper aims to reflect the translational process of scientific knowledge gaining, practical innovations, and their diffusion in the market. Mimetic reciprocity contributes to the evolution of complex social, cultural, and representational capabilities. The research question here is how mimesis, a strategy of empowerment through imitation, enables the diffusion of innovation. This paper approaches the effect of imitation on the diffusion of innovations through the memetic theory and the frame of SDL. The power of mimesis is relevant to understand the dynamics in a service ecosystem in three respects: (1) Imitation for innovation, as foundation for the acquisition of actor´s capabilities (e. g. language, knowledge, or culture). (2) Imitation for actor´s identity formation and institutionalization, as actor´s shape themselves, by orienting towards others and the acquisition of the principles that underlie the imitated actions. (3) Imitation for diffusion and market shaping, understanding imitation as a driver for the diffusion of innovation – imitation becomes a market shaping capability to initiate a fashion or a trend. The theoretical implication is to introduce mimesis as a source of power into service ecosystems. Furthermore, the understanding of the innovation diffusion process and its phases is improved.

Keywords: Market Shaping, Mimetic Desire, Mimetic Reciprocity, S-D Logic, Service Ecosystem.

DOI: 10.54941/ahfe1007714