Abstract:
This paper investigates how markets diverge into new forms of organizing, by splintering into parallel or adjacent markets. We coin the notion of market bifurcations to conceptualize how variations in consumption assemblages emerge in response to contingent sets of situational impositions. Empirically, we study the bifurcations leading to the emergence of adjacent types of boardsports, including surfing, kitesurfing, windsurfing, and stand-up-paddling (SUP). While each of these parallel activities shares some version of the primary assemblage –water- person- board– each variation developed into distinct markets, including unique sets of actors, brands, and consumers. By studying how slight variations of boardsports became distinct and distinctive, this study contributes to our understanding of market formation by conceptualizing adjacent market emergence via boundary- and signature- objects.