Market viability: a neglected concept in implementation science

Enola K. Proctor, Emre Toker, Rachel Tabak, Virginia R. McKay, Cole Hooley, Bradley Evanoff

Research output: Contribution to journalArticlepeer-review

11 Scopus citations


This debate paper asserts that implementation science needs to incorporate a key concept from entrepreneurship—market demand—and demonstrates how assessing an innovation’s potential market viability might advance the pace and success of innovation adoption and sustainment. We describe key concepts, language distinctions, and questions that entrepreneurs pose to implementation scientists—many of which implementation scientists appear ill-equipped to answer. The paper concludes with recommendations about how concepts from entrepreneurship, notably market viability assessment, can enhance the translation of research discoveries into real-world adoption, sustained use, and population health benefits. The paper further proposes activities that can advance implementation science’s capacity to draw from the field of entrepreneurship, along with the data foundations required to assess and cultivate market demand.

Original languageEnglish
Article number98
JournalImplementation Science
Issue number1
StatePublished - Dec 2021


  • Adoption
  • Demand
  • Entrepreneurship
  • Implementation science
  • Markets
  • Scalability
  • Sustainment


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