The MISFIRES project refocuses the issues of market failures and market design from economic principles towards collaboration and participation. It takes a sociological angle to investigate tensions between the common good and practices in healthcare markets that may be considered problematic, including overpricing, overpatenting, limited access to medicines, and data privacy issues. The project first asks how market failures in these markets are diagnosed and voiced - and by whom - and secondly how government bodies, medical and pharmaceutical industries, patient groups and other civil society actors can work together to address these 'misfires'. The overall objective of the project is to guide new academic and policy thinking by establishing what research can do to make markets more inclusive and to open them up to the concerns of those who feel let down by them. It leverages ethnographic field methods, archival research, digital methodologies and participatory research in a multiple case design. Cases include the rollout of HIV/AIDS prophylaxis technologies, Hepatitis C patents, public involvement in genomics programmes, do-it-yourself practices in diabetes, and the public negotiation of contested diagnoses. ERC Consolidator grants are awarded under the ‘excellent science pillar’ of Horizon 2020, the European Union’s research and innovation programme.

ERC grant agreement no 771217

Prof Susi Geiger

Susi Geiger is a Full Professor of Marketing & Market Studies at UCD College of Business and the Principal Investigator on an ERC Consolidator grant called MISFIRES (2018-2024, grant no. 77121), where she directs a team of seven researchers. Educated at the University of Mannheim, Germany, the Sorbonne Nouvelle, Paris, and Dublin City University, Her global research network spans several disciplines including STS, economic sociology, organization studies, and innovation. Susi's academic work investigates market interfaces between public policy, industry and civil society. Her current research is focused on collaborative market innovation in healthcare markets and how participatory mechanisms could give voice to otherwise disadvantaged groups in these markets. Previously, Susi studied the evolution of digital health markets as part of a Marie Sklodowska Curie Global Fellowship and in collaboration with UC Berkeley, California and the Center for the Sociology of Innovation (CSI), Ecole de MINES ParisTech. She is currently involved in a pan-European study called “Solidarity in times of a pandemic”, in which she collaborates with colleagues from the University of Vienna, Ludwigs-Maximillian University Munich, KU Leuven, Oxford University, Radboud University and others.

At UCD, Susi has held positions including Vice-Principal of Research, Innovation and Impact for the UCD College of Business from 2011-2015 and the Academic Director of the Diploma in Sales Management from 2011-2014. She was a Visiting Scholar at the Universities of California, Berkeley, University of Auckland, École Nationale Supérieure des Mines de Paris (MINES ParisTech) and Stockholm School of Economics. She was a Principal Investigator in the Enterprise Ireland-funded Applied Research for Connected Health Technology Centre ( and in CHESS, an EU Horizon 2020 funded Marie-Sklodowska Curie Innovative Training Network. She also gained research funding from the Leverhulme Foundation, UK, for a project on regulatory interactions of chemistry suppliers to the North Sea oil industry (in collaboration with John Finch, Glasgow University). Her research has received international recognition through research awards and Best Paper prizes such as the Emerald Highly Commended Paper Award 2007. Her work has appeared in a wide range of international journals including Research Policy, Organization Studies, Enterpreneurship Theory and Practice, Journal of Business Research, Marketing Theory, Industrial Marketing Management, Journal of Personal Selling & Sales Management and many others. Susi has published three books including "Concerned Markets: Economic Ordering for Multiple Values" (2014, with D. Harrison, H. Kjellberg and A. Mallard). She also sits on the editorial boards of several international academic journals. In her outreach activities, Susi maintains close contact both with civil society groups including Access to Medicines Ireland, industry and public bodies.

t: @complexmarkets


Publications since 2017

Geiger, Susi and Hans Kjellberg (2021): Market mash ups: The process of combinatorial market innovation. Journal of Business Research (ahead of print)  

Geiger, S. (2021, ed.): Healthcare Activism: Markets, Morals, and the Battle for the Common Good. Oxford University Press.

Geiger, Susi (2020): Silicon Valley, Disruption and the End of Uncertainty. Journal of Cultural Economy 13:2, 169-184, DOI: 10.1080/17530350.2019.1684337.

Geiger, Susi and Nicole Gross (2020): A tidal wave of inevitable data? Assetization in the consumer genomics testing industry. Business & Society (ahead of print) ""

Mountford, Nicola and Susi Geiger (2020): “Duos and Duels in Field Evolution: How Governments and Interorganizational Networks Relate.” Organization Studies 41 (4), 499-522.

Wei, Ruiqi, Susi Geiger and Roisin Vize (2019): A Platform Approach in Solution Business: How Platform Openness can be Used to Control Solution Networks. Industrial Marketing Management 83, 251-265.

Geiger, Susi and Nicole Gross (2018): “Market Failures and Market Framings: Can a Market be Transformed from the Inside?” Organization Studies Vol 39 (10) 1357–1376.

McGovern M, Quinlan M, Doyle G, Moore G, Geiger S. (2018): The implementation of a National Electronic Referral Programme: a qualitative study of Going to Full Scale. JMIR Medical Informatics.

Finch, John, Susi Geiger and Emma Reid (2017): “Technologically captured? How material agency supports interaction between regulators and industrial actors.” Research Policy, 46, 160-170.

Geiger, Susi and Nicole Gross (2017): "Does hype create irreversibilities? Affective circulation and market investments in digital health" Marketing Theory Vol. 17 (4) 435-454.

Gross, Nicole and Geiger, Susi (2017): “Liminality and the Entrepreneurial Firm: Practice Renewal during Periods of Radical Change”. International Journal of Entrepreneurial Behavior & Research 23(2), 185-209.

Finch, John, Susi Geiger and Rachel Harkness (2017): “Marketing and Compromising for Sustainability: Competing Orders of Worth in the North Atlantic.” Marketing Theory 17(1), 71-93.

(for a full list please see