Abstract
Abstract This article contributes to the emerging theory of industry belief systems and the social construction of innovation by examining how industry actors conceptualise and negotiate industry transformation through the development and diffusion of new technologies. In a qualitative study of innovation in the Australian wool industry, we found that the social construction of industry belief systems and new technologies was an evolutionary process of social sensemaking in which there was reciprocity between individual and collective meaning‐making that reflected conflict, consensus and compliance between industry actors about new technologies and industry beliefs.
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