Generativity Theory and Entrepreneurship
Generativity Theory: How Digital Platforms Spark Unplanned Entrepreneurship When most people hear the word "generativity," they think of the psychological definition: the need to nurture and guide the next generation. However, in the context of digital entrepreneurship, Generativity Theory has a very different, powerful meaning. It focuses on how technology develops based on foundations set by previous innovations. It explains how platforms (like Apple or Amazon) create ecosystems where unplanned, third-party innovation can thrive. What is Generativity in Tech? No one is solely in charge of scientific or engineering discoveries that prompt commercial exploitation at scale. The leading voice on this subject, Jonathan Zittrain (2006) , defines generativity as: “Technology’s overall capacity to produce unprompted change driven by large, varied, and uncoordinated audiences.” The keyword here is “unprompted.” This suggests that innovations and outcomes are unpla...