A tidal wave of inevitable data?
Assetization in the consumer genomics testing industry
Geiger, Susi, University College Dublin, firstname.lastname@example.org
Nicole Gross, National College of Ireland
Forthcoming at Business & Society
We bring together recent discussions on data capitalism and bio-capitalization by studying value flows in consumer genomics firms – an industry at the intersection between healthcare and technology realms. Consumer genomics companies market genomic testing services to consumers as a source of fun, altruism, belonging and knowledge. But by maintaining a multisided or platform business model, these firms also engage in digital capitalism, creating financial profit from data brokerage. This is a precarious balance to strike: If these companies’ business models consist of assetizing the pool of genomic data that they assemble, then part of their work has to revolve around obscuring to consumers any uncertainties that would potentially impinge on these processes of assembly. We reflect on the nature of these practices and the market relationships that enable them, and we relate this reflection to debates around alternative market arrangements that would potentially mitigate the extractive tendencies of these and other digital health firms.
“Market Failures and Market Framings: Can a Market be transformed from the inside?”
Geiger, Susi and Nicole Gross (2018): Organization Studies v39 (10) pp 1357 – 1376.
Economic Ordering for Multiple Values
Edited by Susi Geiger, Associate Professor of Marketing, University College Dublin, Ireland, Debbie Harrison, Associate Professor, BI Norwegian Business School, Norway, Hans Kjellberg, Associate Professor, Stockholm School of Economics, Sweden and Alexandre Mallard, Director of the Centre de Sociologie de l’Innovation, Ecole des Mines ParisTech, France
When political, social, technological and economic interests, values, and perspectives interact, market order and performance become contentious issues of debate. Such ‘hot’ situations are becoming increasingly common and make for rich sites of research. With expert empirical contributions investigating the organization of such ‘concerned’ markets, this book is positioned at the centre of the rapidly growing area of interdisciplinary market studies. Markets investigated include those for palm oil, primary health care and functional foods. The authors also examine markets and environmental concerns as well as better market design for those at the bottom of the pyramid.