Review paper
Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
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 of market spaces for early-stage technologies. This discovery-oriented research aimed at theory development draws on an extensive, multiyear database of email trails and archival records detailing market-scoping efforts for early-stage technologies...
Paper Details
Title
Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies
Published Date
Dec 27, 2018
Journal
Volume
83
Issue
2
Pages
37 - 61
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Notes
History