Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies:

Published on Mar 1, 2019in Journal of Marketing9.462
路 DOI :10.1177/0022242918813308
Sven Molner1
Estimated H-index: 1
,
Jaideep Prabhu25
Estimated H-index: 25
,
Manjit S. Yadav19
Estimated H-index: 19
Sources
Abstract
This article examines market scoping for early-stage technologies, a fundamental yet underexplored marketing activity. Market scoping refers to managerial activities directed at the identification ...
Figures & Tables
Download
馃摉 Papers frequently viewed together
2015
3 Authors (Ken Grant, ..., Bill Pickett)
2015
References45
Newest
#1Ivano Cardinale (Goldsmiths, University of London)H-Index: 9
In this article I argue that the quest to establish microfoundations for institutional theory is hindered by two assumptions on which it currently rests: that structure simply constrains and enables action and that agency is mostly associated with reflexivity. I unpack these two assumptions and propose alternative microfoundations on which (1) structure not only constrains and enables action but also actively orients it toward some possibilities over others, and (2) the pre-reflective dimension ...
Source
#1Mohammadreza Khorasaninejad (Harvard University)H-Index: 32
#2Wei Ting Chen (Harvard University)H-Index: 39
Last. Federico Capasso (Harvard University)H-Index: 149
view all 6 authors...
Subwavelength resolution imaging requires high numerical aperture (NA) lenses, which are bulky and expensive. Metasurfaces allow the miniaturization of conventional refractive optics into planar structures. We show that high-aspect-ratio titanium dioxide metasurfaces can be fabricated and designed as metalenses with NA = 0.8. Diffraction-limited focusing is demonstrated at wavelengths of 405, 532, and 660 nm with corresponding efficiencies of 86, 73, and 66%. The metalenses can resolve nanoscale...
Source
This paper examines how organizations collaborate with multiple partners, such as when they develop innovative and complex product platforms like smartphones, servers, and MRI machines that rely on...
Source
#1John C. Dencker (NU: Northeastern University)H-Index: 12
#2Marc Gruber (EPFL: 脡cole Polytechnique F茅d茅rale de Lausanne)H-Index: 27
type="main" xml:id="smj2269-abs-0001"> Much prior research in entrepreneurship has focused on the role of the founder's knowledge in affecting new firm performance. Yet, little is known about how and why the entrepreneurial opportunity itself shapes outcomes in this arena. We begin filling in this critical gap in the literature by examining how the riskiness of the opportunity not only affects start-up performance, but also conditions the relevance of the founder's distinct knowledge endowments....
Source
#1Emily Cox Pahnke (UW: University of Washington)H-Index: 7
#2Riitta Katila (Stanford University)H-Index: 19
Last. Kathleen M. Eisenhardt (Stanford University)H-Index: 75
view all 3 authors...
Drawing on institutional theory, we examine how the institutional logics鈥攖aken-for granted norms, structures, and practices鈥攐f different types of funding partners influence young firms and their search for innovations. We test our hypotheses in a longitudinal study of a complete population of ventures in the minimally invasive surgical device industry in the U.S., supplemented by interviews with industry informants. We find that types of funding partners vary significantly from one another: they...
Source
#1Goutam Challagalla (Georgia Institute of Technology)H-Index: 19
#2Brian R. Murtha (UK: University of Kentucky)H-Index: 6
Last. Bernard J. Jaworski (SPbU: Saint Petersburg State University)H-Index: 28
view all 3 authors...
The authors introduce and examine a new marketing concept that a small set of leading firms has begun to adopt: marketing doctrine. Marketing doctrine refers to a firm's unique principles, distilled from its experiences, which provide firm-wide guidance on market-facing choices. As such, marketing doctrine provides a firm-wide common approach to decision making. Importantly, marketing doctrine helps a firm address the classic consistency鈥揻lexibility conundrum by providing high-level guidance to ...
Source
#1Alfonso Gambardella (Bocconi University)H-Index: 61
#2Marco S. Giarratana (Bocconi University)H-Index: 17
The combination of a firm capability (i.e., ability to generate general purpose technologies) and a market structure condition (i.e., fragmentation of downstream submarkets) may encourage licensing in an industry. That is, the probability of licensing should increase when product markets are fragmented and technologies support general purposes. Evidence consistent with these predictions emerges from a 1993 to 2001 panel of 87 firms that owned at least one U.S. software security patent between 19...
Source
While the technological development associated with breakthrough innovation (BI) is truly challenging, creating markets to stimulate their use may be an even more daunting barrier to successful commercialization. Co-development partners, distribution channel agents, and ultimate users are all required to adopt new processes and to change behaviors in many cases, and the outcomes are unknown. In this paper, the processes and challenges associated with creating new markets for BIs are explored in ...
Source
#1Sharon Alvarez (Max M. Fisher College of Business)H-Index: 30
#2Jay B. Barney (Max M. Fisher College of Business)H-Index: 84
Last. Philip W. Anderson (Ad: INSEAD)H-Index: 80
view all 3 authors...
Research on opportunities has received significant attention in entrepreneurship in the last decade. However, recently the focus has shifted from opportunities themselves to the processes that form and exploit them. This paper traces the history of opportunity origins and draws upon the implications of opportunity types to suggest associated entrepreneurial processes. This paper then suggests future research and applications based on processes used to form and exploit opportunities.
Source
#1Marc Gruber (EPFL: 脡cole Polytechnique F茅d茅rale de Lausanne)H-Index: 27
#2Ian C. MacMillan (UPenn: University of Pennsylvania)H-Index: 40
Last. James D. Thompson (UPenn: University of Pennsylvania)H-Index: 8
view all 3 authors...
The choice of the firm's market environment is one of the fundamental decisions of firm founders. We study the pre-entry generation of founders' market choice sets by investigating their search for market opportunities in which the firm's technological resources, as embodied in a product or service, can be commercialized. Analyzing data collected through personal interviews with founders of 496 technology ventures, we find that founding teams with more diverse industry experience and more divers...
Source
Cited By8
Newest
Source
#1Suvi NenonenH-Index: 22
#2Kaj StorbackaH-Index: 28
Source
#1Lien Denoo (Tilburg University)H-Index: 3
#2Anneleen Van Boxstael (Tilburg University)H-Index: 2
Last. Andrea Belz (SC: University of Southern California)H-Index: 3
view all 3 authors...
Early-stage science-based ventures (SBVs) require a wide range of intellectual resources and know-how to successfully commercialize their technologies. Often entrepreneurs gain this knowledge through advisory relationships providing commercial and technical guidance. We explore the effects of those dual advice domains 鈥 business and technology 鈥 on the early-stage progress of SBVs. Using longitudinal data from 112 emerging SBVs, we find that business advice has a positive impact on SBV progress,...
Source
#1Johan Bruneel (Katholieke Universiteit Leuven)H-Index: 14
#2Bart Clarysse (ETH Zurich)H-Index: 43
Last. Mike WrightH-Index: 144
view all 4 authors...
Abstract Despite the emergent importance of liquidity events (IPOs and trade sales) as performance indicators for VC-backed academic spin-offs, empirical research on the drivers of liquidity events relating to such spin-offs has been limited. In adopting a search perspective, we analyze how different alliance types impact on VC-backed academic spin-offs鈥 chances of realizing a liquidity event. We find that market search alliances increase a spin-off's likelihood of a liquidity event, whereas tec...
Source
#1Bernard J. Jaworski (SPbU: Saint Petersburg State University)H-Index: 28
#2Ajay K. Kohli (Georgia Institute of Technology)H-Index: 33
Last. Shikhar Sarin (BSU: Boise State University)H-Index: 10
view all 3 authors...
Abstract We identify four distinct market-driving processes based on the level of the entity driving the market and the type of change being driven: The Pied Piper; the Guild; the Evangelist; and the Apostles. Following this, we describe a seven-step approach for the Pied Piper process (individual firm driving functional change). The approach builds on prior work on driving markets, and introduces the concept of staggered waves of target customers and ecosystems. In addition, it introduces the r...
Source
#1Fiona Schweitzer (Grenoble School of Management)H-Index: 11
#2Tobias Roeth (University of Kassel)H-Index: 2
Last. Thomas Gillier (Grenoble School of Management)H-Index: 8
view all 3 authors...
Abstract Paradoxically, mature firms facing competition in mature markets attempt to enter new markets, yet often pursue incremental ideas in their new product development process (NPD), abandoning ideas with market-creating potential in the idea evaluation phase at the fuzzy front end of NPD. We assume that idea evaluators' information-processing style (rational or intuitive) plays a dominant role in this context. Previous research has shown that the holistic information-processing style of int...
Source
#1Jonah BergerH-Index: 38
#2Ashlee HumphreysH-Index: 14
Last. David A. SchweidelH-Index: 18
view all 6 authors...
Words are part of almost every marketplace interaction. Online reviews, customer service calls, press releases, marketing communications, and other interactions create a wealth of textual data. But...
Source
#1Jeffrey Ho (PolyU: Hong Kong Polytechnic University)H-Index: 24
#2Xinzhi ZhangH-Index: 8
This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was to examine the marketing foci of RNPs and any subsequent changes over time when the RNPs survive. VR games are a type of RNP offering several unique benefits, such as immersive gameplay and storytelling, which are advanced compared with their earlier counterparts. To examine...
Source
In business-to-government and business-to-business transactions, suppliers often have limited access to buyers during the buying process. The authors term these buyers 鈥渂arricaded buyers.鈥 Despite ...
Source
This website uses cookies.
We use cookies to improve your online experience. By continuing to use our website we assume you agree to the placement of these cookies.
To learn more, you can find in our Privacy Policy.