Towards a process theory of IT fashion entrepreneurship

This theory-generative research synthesis builds on IT innovation, management fashion, and social movement literatures, and puts forward a process model of IT fashion entrepreneurship. The model explains how IT fashion-setters seize IT and institutional opportunities for creating a new IT fashion frame. This frame would in turn inspire and legitimate further adoption of the IT fashion. The paper seeks to shed light on an important, yet under-studied, mechanism of IT innovation diffusion, i.e. theorization. The proposed model paves the path towards departure from the dominant paradigm in IT diffusion research.