How do markets evolve? And how can this evolutionary process be understood from a service ecosystems perspective? These are the main questions guiding Kaisa Koskela Huotari’s doctoral research in Business Administration. In our conversation Kaisa explains that markets are made up of rules and norms guiding people when exchanging innovative knowledge and skills. Markets can be disrupted, as new ideas can work as ‘game-changers’. Likewise new ideas – innovations – can after a while themselves become mainstream and turned into well-established norms. Based on her research Kaisa presents a four-phase model on market evolution, helping us understand this process of market continuity and change.