Designing Digital Market Offerings: How Digital Ventures Navigate the Tension Between Generative Digital Technology and the Current Environment


Received: December 19, 2018

Revised: November 29, 2019; November 11, 2020; May 18, 2021; September 17, 2021

Accepted: October 7, 2021

Published Online as Accepted Author Version: Forthcoming

Published Online as Articles in Advance: Forthcoming

Published in Issue: Forthcoming


Digital ventures must navigate a key tension as they design new digital market offerings—that is, products or services that are embodied in digital technologies or enabled by them. On one hand, digital ventures pursue a vision that builds on what might be possible through the generative potential that digital technology offers, but on the other hand, they face an environment in the here-and-now, with existing customer preferences, extant regulations, and legacy technology. Taking a designing view, we trace how six independent digital ventures in the German financial services industry dealt with this tension as they created their digital market offerings. Our findings suggest that digital ventures enact three designing mechanisms to resolve the tension: bounding technology scope, transposing through digital objects, and probing the solution space. Through these mechanisms, digital ventures construct a buffer—one that has functional, material, and temporal dimensions—between the vision they gradually realize through their market offering and the here-and-now conditions of the environment digital ventures enter.

Additional Details
Author Julian Lehmann, Youngjin Yoo, Jan Recker, and Christoph Rosenkranz
Year 2022
Keywords digital entrepreneurship, designing, tension, digital market offering, case study
Page Numbers
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