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 editorsWatanabe, Chihiro; Akhtar, Waleed; Tou, Yuji; Neittaanmäki, Pekka

Journal or seriesTechnology in Society



Publication year2022


Article number101953

PublisherElsevier BV

Publication countryUnited States

Publication languageEnglish


Publication open accessOpenly available

Publication channel open accessPartially 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.

Keywordsinnovationsinnovativenessdevelopment (active)research and development operationsdynamic natureonline servicesdigitalisationfashion

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

Contributing organizations

Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-03-04 at 18:35