Publié le 10 décembre 2025
–
Mis à jour le 15 janvier 2026
Date(s)
le 16 janvier 2026
GREDEG
2025 - 2026
Tout au long de cette année universitaire, le thème des séminaires de la composante Gestion du GREDEG portera sur l'intelligence artificielle générative.
Comme les années précédentes, ces séminaires sont ouverts à tous les membres du laboratoire GREDEG, (enseignants-chercheurs et doctorants), ainsi qu'aux collègues du GRM, de SKEMA et de l’IPAG.
Vendredi 16 janvier 2026
Anne-Sophie BARBE
Toulouse School of Managements
Salle Picasso
de 14h à 15h30
Thème : Quantum Winter Is Coming: Constructing The Boundaries of Hype in Nascent Deep-Tech Markets
Abstract :
Management research often treats hype as an objective phenomenon and thus overlooks that participants in hyped nascent markets frequently distinguish hype from non-hype and identify hypers. To examine how hype boundaries are constructed and how this process shapes market boundaries, we draw on the literature on boundary work. Based on an extensive inductive qualitative study of the quantum computing market from 2017 to 2024, we develop a process model of hype boundary construction in nascent deep-tech markets. We show that three main communities engage in boundary work to differentiate hype from other concepts, and that these processes both shape and are shaped by the asymmetric allocation of symbolic and material resources among market participants. We contribute to the literature on hype by explaining that in nascent deep tech market, actors construct hype boundaries differently depending on whether they prioritize advances in science or in commercialization. We also contribute to the literature on nascent market boundaries by revealing divergent responses to efforts to police them.
