A1 Journal article (refereed)
A new perspective of innovation toward a non-contact society : Amazon's initiative in pioneering growing seamless switching (2022)

Watanabe, C., Akhtar, W., Tou, Y., & Neittaanmäki, P. (2022). A new perspective of innovation toward a non-contact society : Amazon's initiative in pioneering growing seamless switching. Technology in Society, 69, Article 101953. https://doi.org/10.1016/j.techsoc.2022.101953

JYU authors or editors

Publication details

All authors or editors: Watanabe, Chihiro; Akhtar, Waleed; Tou, Yuji; Neittaanmäki, Pekka

Journal or series: Technology in Society

ISSN: 0160-791X

eISSN: 1879-3274

Publication year: 2022

Volume: 69

Article number: 101953

Publisher: Elsevier BV

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1016/j.techsoc.2022.101953

Publication open access: Openly available

Publication channel open access: Partially open access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/80522


This paper elucidates the inside of the black box of Amazon's unique research and development (R&D) dynamism that made it the world's top R&D leader by transforming “routine or periodic alterations” into “significant improvement” during the R&D process. This dynamism also succeeded in transforming the COVID-19 pandemic period into a springboard for new innovation, leading to Amazon's notable growth notwithstanding the pandemic.

An empirical analysis using a techno-economic approach focusing on Amazon's endeavor to develop a series of advanced digital fashions (ADFs) and online-based luxury brands (neo-luxury) before and during the COVID-19 pandemic was conducted.

Amazon became a global apparel leader based on learning orchestration externality through developing a series of ADFs that emerged co-evolution with neo-luxury corresponding to the cultural shift to a new age of meaning. The focal driver of design-driven innovation is meaning, and meaning-seeking innovation emerges as a self-propagating generative function.

Amazon has been advancing Amazon Web Services (AWS) as an innovative, advanced composite cloud infrastructure. This infrastructure incorporates a generative function and develops a cloud-based fashion platform by integrating all stakeholders in one place.

Given the common key function, the self-propagating generative function, AWS, and neo-luxury resonate and induce co-evolution between them. This co-evolution emerges as growing seamless switching. Thus, a new perspective of innovation toward a non-contact society can be explored.

This paper aims to reveal a theoretical and empirical demonstration of this dynamism, which gives rise to insights for pioneering a new frontier beyond current business models toward a non-contact society after the COVID-19 pandemic ends.

Keywords: innovations; innovativeness; development (active); research and development operations; dynamic nature; online services; digitalisation; fashion

Free keywords: growing seamless switching; generative function; neo-luxury; advanced digital fashions; non-contact society; Amazon

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

Preliminary JUFO rating: 1

Last updated on 2022-20-09 at 15:45