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Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical innovation that requires particular market creation support. This paper aims to, therefore, analyze the key stakeholders and their contributive activities in commercialization and market creation, particularly in the case of radical innovations.

This study relies on qualitative research design including interviews with key stakeholders, such as regulators, scientists, experts, licensing partners, core company representatives and extensive secondary data. This single-case study concerns a functional food product, which is a radical innovation requiring the development of a novel product category positioned between the food and medicine categories in global market settings. Since its market launch in 1995, the involvement of multiple stakeholders was needed for its successful commercialization in over 30 countries.

Results uncover the contributions of diverse stakeholders to commercialization and market creation, particularly of radical innovation. Stakeholders performed market creation activities such as regulating the marketing and labeling of food products, conducting safety assessments, revealing and validating the positive health effects of the novelty and raising awareness of healthy living and cardiovascular health. The commercialization activities included distributing the products overseas, applying the ingredient to different food products and making the products available for users.

This single-case study provides an overview of the positive stakeholder activities with contributions to market creation and commercialization of functional food innovations. Although the user perspective was not included in the empirical part of this study because of our focus on B2B actors, users of the innovation can contribute to R&D activities to a great extent.

The developed framework of stakeholders’ contributive activities in radical innovation commercialization and market creation contributes to literature discussing market creation as well as commercialization within the marketing and innovation management research fields. This work also generates practical advice for managers who commercialize (radical) innovations.

Knowledge sharing enables a firm’s absorptive capacity to reconfigure its dynamic capabilities to sense, track and recognise embryonic business opportunities. Entrepreneurial opportunity recognition triggers entrepreneurs to invest in and upgrade their knowledge practices to improve entrepreneurial performance. This study aims to examine the relationship between knowledge sharing and absorptive capacity on entrepreneurial orientation as well as the moderating effect of opportunity recognition and the mediating effect of absorptive capacity.

A quantitative cross-sectional research design was applied to data from Algerian small and medium-sized enterprise managers in middle- to top-management positions. The final analysis using smart PLS included 246 respondents.

Knowledge sharing positively influenced entrepreneurial orientation and absorptive capacity. In addition, the findings reveal that entrepreneurial orientation positively influences entrepreneurial performance, and opportunity recognition strengthens the relationship between entrepreneurial orientation and entrepreneurial performance. Entrepreneurial orientation and absorptive capacity have partial mediating effects.

This study focuses on how firms create and share developed knowledge to enable absorptive capacity to fit a level of entrepreneurial orientation. This study validates the vital impact of opportunity recognition as a leading motivation for entrepreneurial orientation. The results highlight an important area of research and suggest that firms should focus on knowledge sharing to boost entrepreneurial outcomes.

The notions of entrepreneurship, absorptive capacity and knowledge sharing are extended by building on dynamic capability theory. Knowledge sharing increases absorptive capacity, which drives superior entrepreneurial orientation outcomes.

This study explores the connection between intellectual capital (IC) components and the competitive advantage (CA) of the hospitality sector in Jordan through the mediating role of service innovation as well as the moderating role of big data analytics capabilities.

Data were collected through a self-administered questionnaire from the hospitality sector with a sample of 402 respondents. Data were analysed using SmartPLS, a bootstrapping technique was used to analyse the data. The mediating effect for service innovation and the moderating effect for big data analytics capabilities were performed.

The results showed that the proposed moderated-mediation model was accepted because the relationships between the constructs were statistically significant. The results of the data analysis supported a positive relationship between human capital, structural capital and relational capital and the CA as well as a mediating effect of service innovation. The findings confirmed that there is a moderating relationship for big data analytics capabilities between service innovation and CA. The results illustrate the importance of IC and service innovation in enhancing CA in the Jordanian hospitality sector in light of the big data analytics capabilities.

This cross-sectional study provides a snapshot at a given moment in time, a methodological limitation that affects the generalisation of the limitation's results, and the results are limited to one sector.

This research developed a theoretical model to incorporate IC components, service innovation, big data analytics capabilities and CA. This paper offers new theoretical and practical contributions that add value to the innovation and CA literature by testing the moderated-mediation model of these constructs in the hospitality sector which has been greatly affected by the coronavirus disease 2019 (COVID-19) pandemic. This study is distinguished from other studies by highlighting the role of IC and service innovation in enhancing CA as service innovation contributes to the formation of many organisational advantages in the Jordanian hospitality sector.

This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how the breadth and depth of international networks facilitate IEFs in upholding the effects of the IDMC to influence commercialisation.

To test the research model, structural equation modelling is used based on time-lagged survey data drawn from 201 Malaysian IEFs. To validate the results, additional robustness tests and endogeneity analyses have been performed.

The findings show that the IDMC positively mediates the relationship between explorative and exploitative innovation and commercialisation. Furthermore, the finding exhibits that the effects of the IDMC on commercialisation are positively moderated by the breadth and depth of international networks.

Given the fragmented and general nature of the extant marketing research on the IDMC, the study contributes to the international marketing literature by providing rich and nuanced pertinent knowledge. This study advances dynamic capability theory in relation to IEFs by establishing the IDMC as a functional capability suited to enable them to successfully commercialise the products/services resulting from explorative and exploitative innovation.

Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO and product differentiation has received scant attention in marketing research. To fill this research gap, this paper aims to introduce the concept of postponement as a basic logistics strategy, currently used by many firms, and examine the interaction effect of PMO and postponement on new product differentiation.

Drawing on the exploration–exploitation literature, the authors considered PMO and postponement as types of exploration and exploitation, respectively. The authors hypothesized that postponement hampers the positive effect of PMO on product differentiation. The authors tested the hypotheses empirically by applying ordinary least squares regression to a sample of 187 brand managers in the Japanese apparel industry.

PMO is positively related to product differentiation, although the relationship is weakened when design and production systems are postponed, that is, when postponement hinders product differentiation.

Previous studies have examined market orientation and postponement (logistics) separately. However, referring to the exploration–exploitation literature, the authors built a conceptual and empirical bridge between market orientation and logistics management and proposed that this configuration is important for product differentiation.

University–industry (UI) collaboration is essential for knowledge and technology exchange between higher education institutions and industries, enabling enterprises to accelerate innovation. However, few studies have investigated the collaborative innovation mechanism through which UI collaboration can enhance the accumulation of firms' intellectual capital (IC) and how this, in turn, affects their innovation-driven development.

Drawing from the knowledge management and collaborative innovation theory, this research proposes a theoretical framework of the inter-organization relationship between enterprises and universities to investigate the influence mechanism of UI collaboration, including academic engagement and commercialization, on corporate performance as well as the mediating role of IC by employing survey that covers 177 UI collaborations.

Empirical results show that human capital and relational capital fully mediate the relationship between academic engagement UI collaboration and corporate economic performance, while human capital partially mediates the relationship between commercialization UI collaboration and corporate economic performance. Additionally, structural capital and relational capital partially mediate the relationship between academic engagement and corporate innovation performance, while structural capital fully mediates the relationship between commercialization and corporate innovation performance.

This study empirically investigates how academic engagement and commercialization impact corporate performance (i.e. innovation dimension or economic dimension). It uncovers this relationship's underlying mechanism by documenting the IC's mediating impact.

Numerous biotechnology and pharmaceutical firms have undergone considerable changes and adapted to the challenge of developing sustainable products and services. However, few studies have explored the factors that contribute to the success of external innovation and value co-creation strategies adopted by biotechnology and pharmaceutical firms. The purpose of this study is to examine how biotechnology and pharmaceutical industries use value co-creation strategies to obtain external resources.

This study developed a conceptual framework based on the relevant literature. The study applied a resource-based approach, dynamic capability theory and a qualitative multiple-case study design to investigate several research questions; semi-structured interviews were conducted with representatives from 11 biotechnology/pharmaceutical firms in Taiwan, and the data extracted from the interview content were axially coded.

This study revealed that factors such as dynamic marketing capabilities and process optimization contributed to the success of the aforementioned strategies; several propositions were also developed on the basis of the literature review and coded data, thereby providing insights regarding the relative efficacy and propriety of various external innovation and value co-creation strategies and models in various situations and contexts. Firms and technology providers might enter a technology licensing agreement, establish a joint venture company; participate in a merger/acquisition depending on their size, research and development capabilities; or goals and time- and cost-related factors.

The main original contributions of this study are the proposed conceptual framework and the insights provided regarding the relative efficacy and propriety of different external innovation and value co-creation strategies and models in different situations and contexts.

This paper aims to seek answers to the question: What are the relevant factors that allow not-for-profit innovation networks to successfully transition new technologies from proof-of-concept to commercialisation?

This question is examined using the knowledge-based view and network orchestration theory. Data are collected from 35 interviews with managers and engineers working within seven centres that comprise the High Value Manufacturing Catapult (HVMC). These centres constitute a not-for-profit innovation network where suppliers, customers and competitors collaborate to help transition new technologies across the “Valley of Death” (the gap between establishing a proof of concept and commercialisation).

Network orchestration theory suggests that a hub firm facilitates the exchange of knowledge amongst network members (knowledge mobility), to enable these members to profit from innovation (innovation appropriability). The hub firm ensures positive network growth, and also allows for the entry and exit of network members (network stability). This study of not-for-profit innovation networks suggests the role of a network orchestrator is to help ensure that intellectual property becomes a public resource that enhances the productivity of the domestic economy. The authors observed how network stability was achieved by the HVMC's seven centres employing a loosely-coupled hybrid network configuration. This configuration however ensured that new technology development teams, comprised of suppliers, customers and competitors, remained tightly-coupled to enable co-development of innovative technologies. Matching internal technical and sectoral expertise with complementary experience from network members allowed knowledge to flow across organisational boundaries and throughout the network. Matrix organisational structures and distributed decision-making authority created opportunities for knowledge integration to occur. Actively moving individuals and teams between centres also helped to diffuse knowledge to network members, while regular meetings between senior management ensured network coordination and removed resource redundancies.

The study contributes to knowledge-based theory by moving beyond existing understanding of knowledge integration in firms, and identified how knowledge is exchanged and aggregated within not-for-profit innovation networks. The findings contribute to network orchestration theory by challenging the notion that network orchestrators should enact and enforce appropriability regimes (patents, licences, copyrights) to allow members to profit from innovations. Instead, the authors find that not-for-profit innovation networks can overcome the frictions that appropriability regimes often create when exchanging knowledge during new technology development. This is achieved by pre-defining the terms of network membership/partnership and setting out clear pathways for innovation scaling, which embodies newly generated intellectual property as a public resource. The findings inform a framework that is useful for policy makers, academics and managers interested in using not-for-profit networks to transition new technologies across the Valley of Death.

In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise.

This is a literature review that maps the current research on MCs, DMCs and IMCs and serves as a basis for the theoretical conceptualization of a novel IDMCs concept as well as for the identification of research gaps and the development of future research directions on this phenomenon.

Existing typologies of MCs, DMCs and IMCs are classified into four categories: strategic, operational, analytical and value creation capabilities. A new typology of IDMCs is proposed, consisting of digital MC and dynamic internationalization capability as strategic capabilities, agile IMC, IM excellence and absorptive capability in IM as operational capabilities, IM resilience capability, IM knowledge management capability, AI-enabled IDMC and Industry 4.0-enabled IDMC as analytical capabilities, and ambidextrous IM innovation capability as value creation capability. Finally, the authors identify research gaps and develop research questions that open future research avenues for the coming years.

This paper offers a novel view of MCs, DMCs and IMCs and argues that, in contrast to the majority of previous research, a comprehensive understanding of these is only possible if all levels are considered simultaneously: the strategic, the operational, the analytical and the value creation level. A new conceptualization and typology of IDMCs follows this logic.

This paper aims to discuss the complexities and foresight of Mars colonization. There are many pioneers competing in a space race to Mars, for example, Elon Musk – SpaceX, Jeff Bezos – Blue Origin and Richard Branson – Virgin Orbit. The analyses are focused on the aerospace industry – the process of space adventures to Mars.

This study offers new methodological approaches – the development of a complexity metric and system innovation mode – to analyze how the complexities relate to the systemic nature of innovation. The complexity metric and system innovation model can be applied in various industries. These analysis tools can help gain insights into the strategies for achieving the diffusion of commercial space.

The analyses of findings have shown that, despite various attempts among the pioneers in a space race to colonize Mars (Elon Musk – SpaceX, Jeff Bezos – Blue Origin and Richard Branson – Virgin Orbit, among others), the aerospace industry has not yet reached a stage of commercialization. The commercial space to Mars is of low systemic nature at present. Many companies compete in a space race to develop technologies on a proprietary basis. However, the highest complexity level suggests a multinational and intergovernmental collaboration to achieve economies of scale and economies of scope as well as accelerate the process of technology diffusion – successful commercial space for the interplanetary settlement.

The main contribution that shows originality and value of this paper is the development of a complexity metric and system innovation model which can be used to explore how the complexities relate to the systemic nature of innovation and how they relate to the strategies in managing technological innovations. The new methodological approaches can be used and applied to various industries.