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1 – 5 of 5Anil Engez and Leena Aarikka-Stenroos
Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Originality/value
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.
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Simone Guercini and Matilde Milanesi
This paper aims to provide a wide picture of studies on heuristics for international decision-making with a focus on foreign market entry. This paper systematically reviews…
Abstract
Purpose
This paper aims to provide a wide picture of studies on heuristics for international decision-making with a focus on foreign market entry. This paper systematically reviews studies published in the international business and international marketing domain to examine heuristically based decisions for foreign market entry.
Design/methodology/approach
This paper proposes a systematic literature review and an in-depth analysis of 32 papers published between 1997 and 2021 dealing with foreign market entry and the use of heuristics for international decision-making.
Findings
Even if the marketing and management literature is in many ways permeable to the debate around heuristics developed in experimental psychology and cognitive science, international business and international marketing studies on the one hand recognize that international decision-making, especially when dealing with foreign market entry, is strongly characterized by uncertainty, on the other hand, there isn’t a developed and systematized literature about it. This paper shows key topics and areas fundamental to foreign market entry in which heuristics are applied by decision makers and their effectiveness.
Originality/value
A systematic review of the use of heuristics for foreign market entry decision-making can represent a useful step for a more organic development of knowledge about the more general use of heuristics for international decision-making. Understanding the decision-making process on the modes of entry in foreign markets is a key topic for international marketing and international business scholars and practitioners.
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Vladimir C.M. Sobota, Geerten van de Kaa, Toni Luomaranta, Miia Martinsuo and J. Roland Ortt
This paper addresses the most important factors for the selection of additive manufacturing (AM) technology as a method of production of metal parts. AM creates objects by adding…
Abstract
Purpose
This paper addresses the most important factors for the selection of additive manufacturing (AM) technology as a method of production of metal parts. AM creates objects by adding material layer by layer based on 3D models. At present, interest in AM is high as it is hoped that AM contributes to the competitiveness of Western manufacturing industries.
Design/methodology/approach
A literature study is conducted to identify the factors that affect the selection of AM technology. Expert interviews and the best–worst method are used to prioritize these factors based on relative factor weights.
Findings
Technology, demand, environment and supply-related factors are categorized and further mapped to offer a holistic picture of AM technology selection. According to expert assessments, market demand was ranked highest, although market demand is currently lacking.
Research limitations/implications
The composition and size of the expert panel and the framing of some of the factors in light of previous literature cause validity limitations. Further research is encouraged to differentiate the selection factors for different AM implementation projects.
Originality/value
The paper presents a more complete framework of factors for innovation selection in general and the selection of AM technology specifically. This framework can serve as a basis for future studies on technology selection in the (additive) manufacturing sector and beyond. In addition to AM-specific factor weights, the paper explains why specific factors are important, reducing uncertainty for managers that have to choose between alternative manufacturing technologies.
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Daniel Trabucchi and Tommaso Buganza
Platforms have often been considered an excellent example of innovation with an incredibly fast diffusion rate due to network effects. Notwithstanding, in many cases, they match…
Abstract
Purpose
Platforms have often been considered an excellent example of innovation with an incredibly fast diffusion rate due to network effects. Notwithstanding, in many cases, they match the definition of resistant innovations, requiring a significant change in the consumers' behavior that may slow down the process of diffusion. How can network effects be leveraged to disseminate resistant innovation based on a platform structure?
Design/methodology/approach
This research focuses on the car-sharing industry as a single case study, involving five different providers and two service aggregators operating in Milan, Italy.
Findings
First, this research shows how direct network externalities on the providers' side may play a vital role in the dissemination process, increasing the value perceived by the potential new entrants. Second, it shows how co-opetition dynamics, eventually encouraging multihoming phenomenon, may play – in the first phases of the diffusion process – a pivotal role to let the industry flourish.
Research limitations/implications
This research contributes to the growing literature on platforms and two-sided platform showing how this model may be applied more broadly to network businesses to understand competitive dynamics.
Practical implications
This study offers insights to managers and practitioners dealing with network services, showing the potential benefits of coopetitive strategies while facing the initial phases of the dissemination process.
Originality/value
This paper gets together resistant innovation, two-sided platforms and network effects offering novel insights on the dynamics of network services – such as the car-sharing – while giving fresh insights taking the perspective of the service providers.
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Daniel Trabucchi and Tommaso Buganza
This article is based on a systematic and comprehensive review of the literature on two-sided platforms, the business structure based on the concept of matchmaking groups of…
Abstract
Purpose
This article is based on a systematic and comprehensive review of the literature on two-sided platforms, the business structure based on the concept of matchmaking groups of customers (e.g. Uber or Airbnb). The research aims to identify gaps in the existing literature while providing a structured summary of the existing knowledge in the field. Finally, we propose a conceptual framework enabling platform thinking, the ability to see hybrid multi-sided platforms as a useful resource-orchestration structure to unveil innovation opportunities.
Design/methodology/approach
This study adopts a bibliometric approach, combing co-citation and text mining analyses of 196 papers, also implementing a longitudinal analysis that highlights the evolution of the field since its inception till today.
Findings
The novel aspect of the paper consists in taking a purely managerial stance of a very peculiar kind of platform, merging existing knowledge in comprehensive frameworks while providing potential avenues for research.
Research limitations/implications
From an academic perspective, this research highlights the double nature of two-sided platforms: as an operational choice or as a way to exploit (digital) assets and reach the economic sustainability. A research agenda is proposed, based on three pillars: a side-based standpoint, a business model perspective and an evolutionary stance to see how these businesses may evolve.
Practical implications
The research identifies different literature streams that may help practitioners in identifying how two-sided platforms may help them in fostering innovation.
Originality/value
The identification of two-sided platforms as a different way to create value (transaction platforms) or to capture value (non-transaction platform), enhancing the debate on this innovative business model. A research agenda to bring the field forward is proposed.
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