Le| Viagra : Création d'une opportunité et performation d'un marché
Résumé
Two factors stand out in the development of Viagra: the creation of an opportunity and market performance per-formatives (in the linguistics sense). The first draws attention to the effect of serendipity in breakthroughs. The second highlights the efforts made to format the market--in particular by announcements prior to the product's release--as as to establish a new interpretation of the situation.