03882nam 2200637 450 991081458160332120240112051739.01-5036-3407-810.1515/9781503634077(MiAaPQ)EBC30160944(Au-PeEL)EBL30160944(CKB)24949928900041(DE-B1597)632960(DE-B1597)9781503634077(OCoLC)1353270049(EXLCZ)992494992890004120240112d2023 uy 0engurcnu||||||||txtrdacontentcrdamediacrrdacarrierMaking sense markets from stories in new breast cancer therapeutics /Sophie MützelFirst edition.Stanford, California :Stanford University Press,[2023]©20231 online resource (222 pages)Culture and economic lifePrint version: Mützel, Sophie Making Sense Sundridge : Stanford University Press,c2022 9781503634060 Includes bibliographical references and index.Frontmatter --Contents --Acknowledgments --Introduction --1 Markets and Stories --2 Breast Cancer Therapies and Innovation --3 A Market of Expectations --4 Making Sense of the Market --5 Patterns in Meaning-Making: Categories over Time --Conclusion: Markets from Stories --Appendix A: Research Design and Data --Appendix B: Technical Details on Formal Analyses --Notes --Bibliography --IndexBreast cancer is one of the most commonly diagnosed cancers and a leading cause of death for women worldwide. With advances in molecular engineering in the 1980s, hopes began to rise that a non-toxic and non-invasive treatment for breast cancer could be developed. These hopes were stoked by the researchers, biotech companies, and analysts who worked to make sense of the uncertainties during product development. In Making Sense Sophie Mützel traces this emergence of "innovative breast cancer therapeutics" up to the 2010s, through the lens of the narratives of the involved actors. Despite the notorious unpredictability of cancer drug development these actors are tasked with establishing a client base and capturing the attention of potential investors, even before trials are completed. Combining theories of economic and cultural sociology, Mützel shows how stories are integral for the emergence of new markets; stories of the future create a market of expectations prior to any existing products. Making Sense uses thousands of press statements, media reports, scientific reports, and financial and industry analyses to illustrate these mechanisms, presenting a fresh view of how life-prolonging innovations can be turned into market products.Culture and economic life.Pharmaceutical biotechnology industryBreastCancerTreatmentTechnological innovationsBreastCancerTreatmentEconomic aspectsDrug developmentEconomic aspectsNarration (Rhetoric)Economic aspectsNarration (Rhetoric)Social aspectsMarketsSocial aspectsPharmaceutical biotechnology industry.BreastCancerTreatmentTechnological innovations.BreastCancerTreatmentEconomic aspects.Drug developmentEconomic aspects.Narration (Rhetoric)Economic aspects.Narration (Rhetoric)Social aspects.MarketsSocial aspects.616.99449061Mützel Sophie1702987MiAaPQMiAaPQMiAaPQBOOK9910814581603321Making sense4087899UNINA