Launching an Information Technology Fashion: Community Entrepreneurship in Professional Services Automation* (Research Seminar, February 24th, 2004) Ping Wang University of California, Los Angeles Abstract Launching an emergent class of enterprise software, professional services automation (PSA), many organizational actors recently came together as a community. At the community’s core, multiple entrepreneurs from various industries mobilized resources and assumed risks to pursue diverse but interdependent opportunities. Their community entrepreneurship, described here, sheds new light on theorizing the early diffusion of information technology innovations, the origin of technology fashions and institutions, and entrepreneurship itself. * Joint work with E. Burton Swanson. The study was supported in part by the Information Systems Research Program (ISRP) and the Harold Price Center for Entrepreneurial Studies at UCLA.