Transaction costs and innovation outcomes: Lessons from early adopters of housebuilding innovations

Purpose – This study aims to examine the transaction costs (TCs) involved in searching for a business case to adopt specific walling innovations by housing developers and the influence of these TCs on their adoption outcomes. This is against the backdrop that innovation adoption, like any new venture, is failure-prone but necessary for countries to reap the full benefits of technological innovation in residential developments, especially when these innovations are also green. Moreover, this issue is understudied. Design/methodology/approach – The study uses a qualitative design and focuses on the early adopting developers in Ghana. The original theoretical framework integrates theories on entrepreneurial opportunity discovery and TC economics. The authors interviewed 12 developers and 13 industry stakeholders purposively identified. The authors analysed and triangulated the resulting transcripts using thematic analysis techniques. Findings – The authors identified two types of early adopters who attempted eight types of walling innovations. Most efforts (71%) were partially successful or failed. The range of TCs identified differed by the adopter type, technology and knowledge coordination strategy. Although the common TCs that were consequential were associated with monitoring and supervision, construction, additional learning, acquiring specialised skills, design change and dispute resolutions, their influence on adoption outcomes is very nuanced. Originality/value – To the best of the authors' knowledge, this paper is among the first to link TCs with innovation adoption outcomes by housing developers in discovering profitable opportunities to adopt specific walling innovations. The findings and theoretical framework lay a foundation for in-depth analyses of the entrepreneurship of innovation adoption in residential real estate. The exploratory work will generate further interest in this area.