Building up a firm's commercialisation competence: From product concept to the first reference

International Journal of Technology Marketing

Volumn 8, Issue 2, 2013, Pages 177-196

  Aarikka Stenroos, Leena ^a   Lehtimäki, Tuula ^b  

^a UNIVERSITY OF TURKU   (Finland)

^b UNIVERSITY OF OULU   (Finland)

Author keywords

Case study; Commercialisation competence; Commercialisation process; First reference; Innovation management; Innovation process; Learning; Product concept; Radical innovations; Technology marketing

Indexed keywords

EID: 84900481752     PISSN: 1741878X     EISSN: 17418798     Source Type: Journal    
DOI: 10.1504/IJTMKT.2013.054081     Document Type: Article

References (59)

1. Aarikka-Stenroos, L. and Sandberg, B. (2012) 'From new-product development to commercialization through networks', Journal of Business Research, Vol. 65, No. 2, pp.198-206.
2. Athaide, G.A., Meyers, P.W. and Wilemon, D.L. (1996) 'Seller-buyer interactions during the commercialization of technological process innovations', Journal of Product Innovation Management, Vol. 13, No. 5, pp.406-421.
3. Atuahene-Gima, K. (2005) 'Resolving the capability: rigidity paradox in new product innovation', Journal of Marketing, Vol. 69, No. 4, pp.61-83.
4. Buckler, S.A. (1997) 'The spiritual nature of innovation', Research Technology Management, Vol. 40, No. 2, pp.43-47.
5. Bunn, M.D., Azmi, F. and Puentes, M. (2009) 'Stakeholder perceptions and implications for technology marketing in multi-sector innovations: the case of intelligent transport systems', International Journal of Technology Marketing, Vol. 4, Nos. 2/3, pp.129-148.
6. Chen, C-J. (2009) 'Technology commercialization, incubator and venture capital, and new venture performance', Journal of Business Research, Vol. 62, No. 1, pp.93-103.
7. Chen, J., Reilly, R.R. and Lynn, G.S. (2012) 'New product development speed: too much of a good thing?', Journal of Product Innovation Management, Vol. 29, No. 2, pp.288-303.
8. Chiesa, V. and Frattini, F. (2011) 'Commercializing technological innovation: learning from failures in high-tech markets', Journal of Product Innovation Management, Vol. 28, No. 4, pp.437-454.
9. Corkindale, D. (2010) 'Towards a business model for commercializing innovative new technology', International Journal of Innovation and Technology Management, Vol. 7, No. 1, pp.37-51.
10. Coviello, N. and Joseph, R.M. (2012) 'Creating major innovations with customers: insights from small and young technology firms', Journal of Marketing, Vol. 76, No. 6, pp.87-104.
11. Crawford, C.M. (1997) New Products Management, Irwin, a Times Mirror Higher Education Group, Chicago.
12. Day, G.S. (1994) 'The capabilities of market-driven organizations', Journal of Marketing, October, Vol. 58, No. 4, pp.37-52.
13. Di Benedetto, C.A. (1999) 'Identifying the key success factors in new product launch', Journal of Product Innovation Management, Vol. 16, No. 6, pp.530-544.
14. Easingwood, C. and Harrington, S. (2002) 'Launching and re-launching high technology products', Technovation, Vol. 22, No. 11, pp.657-666.
15. Easingwood, C., Moxey, S. and Capleton, H. (2006) 'Bringing high technology to market: Successful strategies employed in the worldwide software industry', Journal of Product Innovation Management, Vol. 23, No. 6, pp.498-511.
16. Freeman, C. (1982) The Economics of Industrial Innovation, Frances Pinter Publishers Ltd., London.
17. Garud, R. and Karnøe, P. (2001) 'Path creation as a process of mindful deviation', in Garud, R. and Karnoe, P. (Eds.) Path Dependence and Creation, pp.1-38, Lawrence Earlbaumand Associates Publishers, Mahwah.
18. Garud, R., Gehman, J. and Kumaraswamy, A. (2011) 'Complexity arrangements for sustained innovation: lessons from 3M corporation', Organization Studies, Vol. 32, No. 6, pp.737-767.
19. Guiltinan, J.P. (1999) 'Launch strategy, launch tactics, and demand outcomes', Journal of Product Innovation Management, Vol. 16, No. 6, pp.509-529.
20. Henderson, R. and Cockburn, I. (1994) 'Measuring competence? Exploring firm effects in pharmaceutical research', Strategic Management Journal, Vol. 15, No. S1, pp.63-84.
21. Hultink, E.J., Griffin, A., Hart, S. and Robben, H.S.J. (1997) 'Industrial new product launch strategies and product development performance', Journal of Product Innovation Management, Vol. 14, No. 4, pp.243-257.
22. Jolly, V.K. (1997) Commercializing New Technologies, Harvard Business School Press, Boston.
23. Katzy, B.R. and Crowston, K. (2008) 'Competency rallying for technical innovation: the case of the Virtuelle Fabrik', Technovation, Vol. 28, No. 10, pp.679-692.
24. Kogut, B. and Zander, U. (1992) 'Knowledge of the firm, combinative capabilities and the replication of technology', Organization Science, August, Vol. 3, No. 3, pp.383-397.
25. Kuester, S., Homburg, C. and Hess, S.C. (2012) 'Externally directed and internally directed market launch management: the role of organizational factors in influencing new product success', Journal of Product Innovation Management, Vol. 29, No. S1, pp.38-52.
26. Lehtimäki, T., Simula, H. and Salo, J. (2009) 'Applying knowledge management to project marketing in a demanding technology transfer project: convincing the industrial customer over the knowledge gap', Industrial Marketing Management, Vol. 38, No. 2, pp.228-236.
27. Lichtenthaler, U. (2006) 'External technology commercialisation as an alternative mode of technology marketing', International Journal of Technology Marketing, Vol. 1, No. 4, pp.411-430.
28. Lynn, G.S., Mazzuca, M., Morone, J.G. and Paulson, A.S. (1998) 'Learning is the critical success factor in developing truly new products', Research Technology Management, Vol. 41, No. 3, pp.45-51.
29. Lynn, G.S., Morone, J.G. and Paulson, A.S. (1996) 'Marketing and discontinuous innovation: the probe and learn process', California Management Review, Vol. 38, No. 3, pp.8-37.
30. Maine, E. and Garnsey, E. (2006) 'Commercializing generic technology: the case of advanced materials ventures', Research Policy, Vol. 35, No. 3, pp.375-393.
31. McDermott, C.M. and O'Connor, G.C. (2002) 'Managing radical innovation: an overview of emergent strategy issues', Journal of Product Innovation Management, Vol. 19, No. 6, pp.424-438.
32. McGrath, J.E. (1982) 'Dilemmatics. The study of research choices and dilemmas', in McGrath, J.E., Martin, J. and Kulka, R.A. (Eds.): Judgement Calls in Research, pp.69-102, Sage Publications, Beverly Hills.
33. Möller, K. and Rajala, A. (2007) 'Rise of strategic nets - new modes of value creation', Industrial Marketing Management, Vol. 36, No. 7, pp.895-908.
34. Mu, J. and Di Benedetto, C.A. (2011) 'Strategic orientations and new product commercialization: mediator, moderator, and interplay', R&D Management, Vol. 41, No. 4, pp.337-359.
35. Nagle, S. (2005) 'Managing new product and service launch', in Kahn, K.B., Castellion, G. and Griffin, A. (Eds.): PDMA Handbook, John Wiley & Sons, New Jersey.
36. Nerkar, A. and Shane, S. (2007) 'Determinants of invention commercialization: an empirical examination of academically sourced inventions', Strategic Management Journal, Vol. 28, No. 11, pp.1155-1166.
37. Nevens, T.M. (1990) 'Commercializing technology: what the best companies do', Planning Review, Vol. 18, No. 6, pp.20-25.
38. O'Connor, G.C. and Veryzer, R.W. (2001) 'The nature of market visioning for technology-based radical innovation', Journal of Product Innovation Management, Vol. 18, No. 4, pp.231-246.
39. PDMA (2004) 'The PDMA glossary for new product development', in Kahn, K.B., Castellion, G. and Griffin, A. (Eds.): PDMA Handbook, John Wiley & Sons, New Jersey.
40. Perks, H. and Moxey, S. (2011) 'Market-facing innovation networks: how lead firms partition tasks, share resources and develop capabilities', Industrial Marketing Management, Vol. 40, No. 8, pp.1224-1237.
41. Prebble, D.R., de Wall, G.A. and de Groot C. (2008) 'Applying multiple perspectives to the design of a commercialization process', R&D Management, Vol. 38, No. 3, pp.311-320.
42. Rehme, J. and Svensson, P. (2011) 'Credibility-driven entrepreneurship: a study of the first sale', The International Journal of Entrepreneurship and Innovation, Vol. 12, No. 1, pp.5-15.
43. Reid, S.E. and de Brentani, U. (2010) 'Market vision and market visioning competence: impact on early performance for radically new, high-tech products', Journal of Product Innovation Management, Vol. 27, No. 4, pp.500-518.
44. Rogers, E.M. (1983) Diffusion of Innovations, The Free Press, New York.
45. Ruokolainen, J. (2008) 'Constructing the first customer reference to support the growth of a start-up software technology company', European Journal of Innovation Management, Vol. 11, No. 2, pp.282-305.
46. Ruokolainen, J. and Igel, B. (2004) 'The factors of making the first successful customer reference to leverage the business of start-up software company - multiple case study in Thai software industry', Technovation, Vol. 24, No. 9, pp.673-681.
47. Salminen, R.T. and Möller, K. (2006) 'Role of references in business marketing - towards a normative theory of referencing', Journal of Business-to-Business Marketing, Vol. 13, No. 1, pp.1-51.
48. Siegel, R.A., Hansén, S-O. and Pellas, L.H. (1995) 'Accelerating the commercialization of technology: Commercialisation through co-operation', Industrial Management & Data Systems, Vol. 95, No. 1, pp.18-26.
49. Srinivasan, V., Lovejoy, W.S. and Beach, D. (1997) 'Integrated product design for marketability and manufacturing', Journal of Marketing Research, Vol. 34, No. 1, pp.154-163.
50. Steen, J., Hanson, D. and Liesch, P. (1998) 'Collaborative research and development: new insights from cyclic models of the innovation process', International Journal of Innovation Management, Vol. 2, No. 1, pp.107-121.
51. Story, V., Hart, S. and O'Malley, L. (2009) 'Relational resources and competences for radical product innovation', Journal of Marketing Management, Vol. 25, Nos. 5-6, pp.461-481.
52. Story, V., O'Malley, L. and Hart, S. (2011) 'Roles, role performance, and radical innovation competences', Industrial Marketing Management, Vol. 40, No. 6, pp.952-966.
53. Talke, K. and Hultink, E.J. (2010a) 'Managing diffusion barriers when launching new products', Journal of Product Innovation Management, Vol. 27, No. 4, pp.537-553.
54. Talke, K. and Hultink, E.J. (2010b) 'The impact of the corporate mind-set on new product launch strategy and market performance', Journal of Product Innovation Management, Vol. 27, No. 2, pp.220-237.
55. Talke, K. and Salomo, S. (2009) 'Launching technological innovations: the relevance of a stakeholder perspective', International Journal of Technology Marketing, Vol. 4, Nos. 2/3, pp.248-274.
56. Tolstoy, D. and Angdal, H. (2010) 'Network resource combinations in the international venturing of small biotech firms', Technovation, Vol. 30, No. 1, pp.24-36.
57. Tschirky, H., Escher, J-P. and Tokdemir, D. (2000) 'Technology marketing: a new core competence of technology-intensive enterprises', International Journal of Technology Management, Vol. 20, Nos. 3/4, pp.459-474.
58. Van Slyke, C., Ilie, V., Hao, L. and Stafford, T. (2007) 'Perceived critical mass and the adoption of a communication technology', European Journal of Information Systems, Vol. 16, No. 3, pp.270-283.
59. Yin, R.K. (1989) Case Study Research: Design and Methods, Sage Publications, Newbury Park.