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

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...