“…The emergent represents the new practices and beliefs, still in development, possibly not clearly defined or articulated, but which are seen as necessary for future commercial success. Coexisting with new practices and beliefs are movements and adjustments to existing or “dominant” innovations, which are also being re‐shaped and formed (Devlin ; Williams ). In the innovation management literature, innovation often refers to new ideas (Van de Ven ) which recombine old ideas into new forms, or new ideas that challenge the present or existing procedures, order, customs, or routines (Rogers ; Zaltman, Duncan, and Holbek ).…”