Exaptive innovation in constraint-based environments: lessons from COVID-19 crisis

Abstract

PurposeThis paper explores how exaptive innovation process might be considered a useful innovation model in constraint-based environments. Through an in-depth case study, it illustrates clearly the antecedents of exaptation processes, which are particularly relevant in rapidly changing environments requiring new solutions under time and resource constraints.Design/methodology/approachThe authors adopt a single case study approach that is particularly suitable in case of an inductive research design, which is required because of the novelty of the topic. The research is inspired by the use of the snorkeling mask EASYBREATH, commercialized by the giant Decathlon, as a medical device, a respirator to treat patients affected by coronavirus in Italy. The authors organized the evidence according to a novel taxonomy grounded in the literature.FindingsThe case study stimulates reflections on the existence of some antecedents to the exaptive innovation process in constraint-based environments: (1) the availability of specific actors in the innovation process; (2) the creation of platforms of interaction between people with different competences, nurtured by collective bottom-up financing systems; (3) the role of the community of makers, in particular, and of the 4th industrial revolution, in general, for creating enabling technologies; (4) multidisciplinary individual background of key actors in the innovation process is crucial to ensure the exaptive path to be in place.Research limitations/implicationsThis work has some limitations, due to the choice of limiting the analysis to a single case, nevertheless, it offers a first glance on a new technological trajectory available in constraint-based environments.Originality/valueThe case study results underline the importance of new digital collaboration platforms as knowledge multipliers, and illuminate on the potential of the fourth manufacturing revolution, which, through new technologies, creates opportunities for distributed forms of innovation that cross long distances.

An innovative approach to online consumer behaviour segmentation: the self-determination theory in an uncertain scenario

“…, 2020). A pandemic can significantly affect human behaviour (Sedita et al. , 2022; Vermicelli et al.…”

“…As expressed by self-determination theory (Deci and Ryan, 2000, 2012) people need to experience a sense of belonging and attachment to other people, and the use of the Internet and the exploitation of electronic commerce appear useful for satisfying these needs. More specifically, in an uncertain scenario such as the COVID-19 pandemic (Sedita et al. , 2022; Vermicelli et al.…”

“…"any commercial activities facilitated by or conducted through the broad social media and Web 2.0 tools in consumers' online shopping processes or business' interactions with their customers" (Lin et al, 2017, p. 191;Wang et al, 2019, p. 165), has allowed consumers to access retail offers, compare products and prices (Guthrie et al, 2021;Naeem, 2021;Shahbaznezhad et al, 2021;Tran, 2021;Appel et al, 2020) Online consumer behaviour segmentation and become more familiar with various shopping services by exploiting home delivery services, working from home (Alvarez-Torres and Schiuma, 2022) and learning online (Barnes, 2020;Roggeveen and Sethuraman, 2020). In a normal situation, shopping as an activity generates value as a pleasurable activity for socializing (Nohutlu et al, 2022); however, during an uncertain scenario such as the COVID-19 crisis (Santos et al, 2020;Sedita et al, 2022), the shopping experience becomes an isolated activity (individual activity) due to the need to avoid social contact and the application of social distancing (Wilder-Smith and Freedman, 2020).…”

“…In contrast, all other situations where consumers can finalize their purchases in the way that they usually prefer (online, offline or multichannel) are referred to as a normal scenario. Specifically, the uncertain scenario of the COVID-19 crisis (Santos et al, 2020;Sedita et al, 2022;Vermicelli et al, 2022) has caused profound people to live modifications and particular effects such as isolation, community containment, the avoidance of social contact and the practice of social distancing (Wilder-Smith and Freedman, 2020). Specifically, consumer habits have changed significantly due to the severe restrictions and lockdowns (Pantano et al, 2020;Sheth, 2020;Hale et al, 2020) that have been applied during the spread of the virus.…”

Thinking outside the box, improvisation, and fast learning: Designing policy robustness to deal with what cannot be foreseen

“…We have seen that at the organizational level, there has been a common but localized effort to secure PPE and medical supplies and to increase the number of ICU beds (Waitzberg et al, 2021). However, these are normal processes of organizational adaptation, while at the individual level, we found other cases, such as the transformation of snorkeling masks in ventilators (Sedita et al, 2022) and valves for ventilators printed in 3D (Corsini et al, 2021). In addition, we are quite sure that there are other cases that did not become publicly known.…”