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Abstract
This article explores the development of the Joint, a franchise operated business that provides discounted chiropractic adjustments to patients in the United States. Because it has significant implications for both existing chiropractors in private practice, who are generally adamantly opposed to its presence the marketplace, the Joint represents a form of disruptive innovation in chiropractic care. This ethnographic study included nearly 100 interviews and observations of chiropractors and other medical personnel in South Carolina over a two-year period. Some of the