University of Oulu

Leena Aarikka-Stenroos, Tuula Lehtimäki, Commercializing a radical innovation: Probing the way to the market, Industrial Marketing Management, Volume 43, Issue 8, 2014, Pages 1372-1384, ISSN 0019-8501,

Commercializing a radical innovation : probing the way to the market

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Author: Aarikka-Stenroos, Leena1; Lehtimäki, Tuula2,3
Organizations: 1Department of Marketing and International Business, Turku School of Economics, University of Turku, Finland
2Department of Marketing, Oulu Business School, University of Oulu, Finland
3Present address: Department of Marketing and International Business, Turku School of Economics, University of Turku
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Elsevier, 2014
Publish Date: 2020-05-26


Needs, market structures, business models, and relationships concerning radical innovations (RIs) are unpredictable and, consequently, firms face critical challenges in commercialization. Therefore, this study examines the commercialization of RIs as a process complicated by divergent challenges. By drawing on the literature on innovation management, RIs, and the commercialization and adoption of innovations, and by analyzing six longitudinal cases, the study generates its contribution: a dynamic process model for the commercialization of RIs. The model captures the iterative and partially unpredictable commercialization process comprising transits back and forth between three main zones: strategic marketing decision making, market creation and preparation, and sales creation and development. Over this probing process, a firm faces major commercialization challenges: 1) choosing a feasible strategy in conditions of uncertainty, 2) understanding the benefits of innovation from the customer’s perspective, 3) creating credibility, 4) acquiring support from stakeholders and the ecosystem, 5) overcoming adoption barriers, and 6) creating sales. For managers, the results suggest diligence in the neglected market creation and preparation zone instead of attempting rushed sales creation.

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Series: Industrial marketing management
ISSN: 0019-8501
ISSN-E: 1873-2062
ISSN-L: 0019-8501
Volume: 43
Issue: 8
Pages: 1372 - 1384
DOI: 10.1016/j.indmarman.2014.08.004
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2014 Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license