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International Journal of Engineering Business Management, Vol. 4 No. Godište 2012, 2012.

Original scientific paper

https://doi.org/10.5772/51605

Bringing to Market Technological Innovation: What Distinguishes Success from Failure

Federico Frattini ; Politecnico di Milano, Department of Management, Economics and Industrial Engineering
Alfredo De Massis ; University of Bergamo, Department of Economics and Technology Management and Center for Young & Family Enterprise (CYFE)
Vittorio Chiesa ; Politecnico di Milano, Department of Management, Economics and Industrial Engineering
Lucio Cassia ; Politecnico di Milano, Department of Management, Economics and Industrial Engineering
Giovanna Campopiano ; University of Bergamo, Department of Economics and Technology Management and Center for Young & Family Enterprise (CYFE)

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Abstract

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 researcher 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.

Keywords

Commercialization of innovation; high-tech marketing; early market; mainstream market; adoption network

Hrčak ID:

160445

URI

https://hrcak.srce.hr/160445

Publication date:

1.1.2012.

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