TY - CHAP AB - Abstract This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product’s marketing strategy. Marketing strategy development is a dynamic process that is impacted by many factors. This chapter highlights the dynamic nature of this process as well as providing insight as to the fundamental considerations in strategy formulation. VL - 26 SN - 978-1-78635-238-5, 978-1-78635-237-8/1048-4736 DO - 10.1108/S1048-473620160000026009 UR - https://doi.org/10.1108/S1048-473620160000026009 AU - Vincent Leslie PY - 2016 Y1 - 2016/01/01 TI - Marketing Strategies for Commercialization of New Technologies☆ T2 - Technological Innovation: Generating Economic Results T3 - Advances in the Study of Entrepreneurship, Innovation and Economic Growth PB - Emerald Group Publishing Limited SP - 257 EP - 287 Y2 - 2024/03/28 ER -