Bringing to market technological innovation: What distinguishes success from failure regular paper
De Massis A
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SubjectAdoption network; Commercialization of innovation; Mainstream market; Early market; High-tech marketing
Commercialization is a critical step in technological innovation. Nevertheless, many scholars believe that it is often the least well-managed activity of the whole innovation process. The launch stage seems to be particularly critical in high-technology markets because of the volatility, interconnectedness and the proliferation of new technologies they experience. However, academic and practitioners' literature has not, so far, developed a clear understanding of the factors that distinguish an effective commercialization from an unsuccessful one, especially in high-technology environments. This paper discusses the results of a research project that aimed to understand the ingredients for success in the commercialization of a technological innovation. The first stage of the research consisted of a comparative historical analysis of 18 innovations, which were commercialized in consumer high-tech markets in the last 30 years. The analysis advocates that an effective commercialization comprises three sub-strategies: Early adoption strategy, Adoption network configuration strategy and Mainstream adoption strategy, with each one characterized by a coherent set of commercialization dimensions. The relative importance of each sub-strategy in determining the innovation commercial success depends on the type of innovation that is commercialized, be it radical or incremental and discontinuous or continuous. © 2012 Frattini et al.
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