Strategic framing of enabling technologies: Insights from firms digitizing smell and taste

Strategic framing of a technology refers to activities that firms undertake to create favorable meaning for their technologies and foster their adoption. The success of such framing depends on the extent to which these technologies resonate with audiences within local settings. This paper examines how firms approach strategic framing activities to establish resonance in multiple local contexts when producing enabling technologies, i.e., novel technologies that address multiple and heterogeneous markets. Through a longitudinal case study of three companies that produce technologies to digitize smell and taste, this study offers a dynamic understanding of strategic framing by companies as they switch between different frames to establish resonance with audiences within and across markets.

Automated summary

This paper examines how companies strategically frame their technologies to establish resonance with audiences within and across markets, focusing on the production of enabling technologies for multiple and heterogeneous markets.