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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.

The paper provides an overview of research published in the innovation and operations management (IOM) literature on 15 methods for cost management in new product development, and it provides a comparison to an earlier review of the management accounting (MA) literature (Wouters & Morales, 2014).

This structured literature search covers papers published in 23 journals in IOM in the period 1990–2014.

The search yielded a sample of 208 unique papers with 275 results (one paper could refer to multiple cost management methods). The top 3 methods are modular design, component commonality, and product platforms, with 115 results (42%) together. In the MA literature, these three methods accounted for 29%, but target costing was the most researched cost management method by far (26%). Simulation is the most frequently used research method in the IOM literature, whereas this was averagely used in the MA literature; qualitative studies were the most frequently used research method in the MA literature, whereas this was averagely used in the IOM literature. We found a lot of papers presenting practical approaches or decision models as a further development of a particular cost management method, which is a clear difference from the MA literature.

This review focused on the same cost management methods, and future research could also consider other cost management methods which are likely to be more important in the IOM literature compared to the MA literature. Future research could also investigate innovative cost management practices in more detail through longitudinal case studies.

This review of research on methods for cost management published outside the MA literature provides an overview for MA researchers. It highlights key differences between both literatures in their research of the same cost management methods.

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 impacted by many factors. This chapter highlights the dynamic nature of this process as well as provides insight into the fundamental considerations in strategy formulation.

We investigate product innovation by a cohort of entrants who use technology that eventually suffers disruption. We concentrate on two types of entrants – those with and those without relevant prior experience in the disrupted technology. Using the industrial robotics industry as the context of our study, we explore product innovation using disrupted technology during two time periods: the first prior to sales takeoff of the disruptive products and the second subsequent to takeoff. We find that the two types of entrants did not differ in product innovation prior to takeoff, but firms with prior experience in the disrupted technology manufactured more innovative products subsequent to the sales takeoff of disruptive products. Our research underscores that the boundary conditions of the utility of prior experience is more nuanced than that which literature suggests – it affects product innovation only in the post-sales takeoff period when the demand uncertainties are relatively low. Our findings also suggest that the boundary conditions of Christensen’s thesis are narrower than predicted by prior literature.

This paper deals with the organizing of interactive product development. Developing products in interaction between firms may provide benefits in terms of specialization, increased innovation, and possibilities to perform development activities in parallel. However, the differentiation of product development among a number of firms also implies that various dependencies need to be dealt with across firm boundaries. How dependencies may be dealt with across firms is related to how product development is organized. The purpose of the paper is to explore dependencies and how interactive product development may be organized with regard to these dependencies.

The analytical framework is based on the industrial network approach, and deals with the development of products in terms of adaptation and combination of heterogeneous resources. There are dependencies between resources, that is, they are embedded, implying that no resource can be developed in isolation. The characteristics of and dependencies related to four main categories of resources (products, production facilities, business units and business relationships) provide a basis for analyzing the organizing of interactive product development.

Three in-depth case studies are used to explore the organizing of interactive product development with regard to dependencies. The first two cases are based on the development of the electrical system and the seats for Volvo’s large car platform (P2), performed in interaction with Delphi and Lear respectively. The third case is based on the interaction between Scania and Dayco/DFC Tech for the development of various pipes and hoses for a new truck model.

The analysis is focused on what different dependencies the firms considered and dealt with, and how product development was organized with regard to these dependencies. It is concluded that there is a complex and dynamic pattern of dependencies that reaches far beyond the developed product as well as beyond individual business units. To deal with these dependencies, development may be organized in teams where several business units are represented. This enables interaction between different business units’ resource collections, which is important for resource adaptation as well as for innovation. The delimiting and relating functions of the team boundary are elaborated upon and it is argued that also teams may be regarded as actors. It is also concluded that a modular product structure may entail a modular organization with regard to the teams, though, interaction between business units and teams is needed. A strong connection between the technical structure and the organizational structure is identified and it is concluded that policies regarding the technical structure (e.g. concerning “carry-over”) cannot be separated from the management of the organizational structure (e.g. the supplier structure). The organizing of product development is in itself a complex and dynamic task that needs to be subject to interaction between business units.

In the UK as more and more traditional manufacturing is being outsourced to lower-cost countries, the development of manufacturing start-up companies is increasingly perceived as important in sustaining a competitive UK manufacturing base. However, start-up companies are often associated with a high failure rate, particularly during the early stages of operation. As they have yet to build up the strength and resources to sustain them through internal and external crises, start-ups operate under conditions that constantly challenge their survival. Developing the most appropriate manufacturing strategy is probably more critical in start-up companies than in established organisations, yet little research has addressed this area.

This paper reports the findings of an exploratory study involving six UK manufacturing start-up companies. A novel manufacturing strategy content framework is proposed. The chapter also examines the business orientation (technology-push or market-pull) adopted by the case companies, and investigates how business orientations influenced their manufacturing strategies. This leads to two business orientation mobility models. This chapter concludes by discussing the use of the frameworks and suggesting how they might be put into practice to provide assistance to operational managers in start-up companies.

Before firms can focus on the development and commercialization of a given innovation, they have to address a more fundamental strategic issue – namely, what is their innovation strategy and how can they organize the innovation process. This involves three basic questions: (1) whether to invest in R&D, (2) how much to invest in R&D, and, (3) which type of R&D to perform. While these three questions have typically been studied in isolation, we argue that they are intimately linked with the choice of the innovation strategy of the firm. How the firm develops and commercializes a particular innovation will be a consequence of its innovation strategy.

We examine the evolution of vertical specialization in three industries: chemicals, computers, and semiconductors. Vertical specialization is the restructuring of industry-wide value chains, such that different stages are controlled by different firms, rather than being vertically integrated within the boundaries of individual firms. In some cases, vertical specialization may span international boundaries and is associated with complex international production networks. After decades of vertical specialization, firms in the chemical industry are re-integrating stages of the value chain. By contrast, the semiconductor and computer industries have experienced significant vertical specialization during the past ten years. We examine how and why these contrasting trends in vertical specialization have co-evolved with industry maturation and decline, and underscore the importance and role of both industry factors and business strategies necessary for industries to become more specialized. We also consider the effects of vertical specialization on the sources of innovation and the geographic redistribution of production and other activities. We conclude that the evolution of vertical specialization in these three industries has both reflected and influenced the strategies of leading firms, while also displays industry-specific characteristics that are rooted in different technological and market characteristics.

The chapter deals with the promotion of competitiveness of national producers as compared to the main leaders in the industry.

The system management of the process of creating and mastering the production of a new product is based on effective change management, development of organizational and technical management systems, business-to-business interaction systems, business solutions relating to product creation in the industry. Systemization of problems and identification of ways of development of theory and methodology of creation of a new product by the domestic manufacturing companies can be performed by means of implementation of continuous acquisition and life cycle support (CALS) systems.

Today, the fundamental conceptual basis for the formation of information space of an enterprise and application of miscellaneous information systems is the concept of continuous information support of products throughout the entire life cycle – CALS. According to this concept, one can single out the following major objectives which are essential for an enterprise and can be achieved through information technologies: the automation of production management which was conventionally achieved through the use of MICS systems, and today it is achieved due to the use of the so-called ERP/CRM/SCM systems; product data management and automation of design and engineering analysis of structures and processes (PDM/PLM, CAD/CAM/CAE-system); information support of operation and aftersales service, integrated logistic support of products. The information technologies at the present stage are a prerequisite for achieving a competitive advantage by an enterprise, particularly if the enterprise is specialized in the production of high-technology products. The major purpose of information technologies at the enterprise is the maximum effective support of design processes, production processes and other processes running at the enterprise, creation of the information basis which enables the management to take decisions which help the enterprise to achieve a dominant position in the industry sector. For Russian companies, the problem of implementation and effective employment of CALS-technologies as a means of cardinal improvement in quality and competitiveness of science-intensive products, discussed in the chapter, is extremely topical.

For many companies, the employment of these technologies largely determines the ability to survive in the context of an intensifying competitive struggle in the domestic market and can be considered as an indispensable condition for maintaining and expanding the sales of products on the international market.

The essential investments in new product development (NPD) made by industrial companies entail effective management of NPD activities. In this context, performance measurement is one of the means that can be employed in the pursuit of effectiveness.