A socio-institutional perspective on the reluctance among the elderly concerning the commercialization of 3D surgical video technology in Sweden
The pursuit of commercialization is at the core of economic activity, and limited commercialization success is generally ascribed to the lower scalability or potential of the venture. Drawing on the anti-profit-taking socio-institutional perspective and innovation resistance theory, commercialization of a value-creating technology could be resisted from the demand side. We use a 3D surgical video