The 14 Faces of Commercialization

Stefan Kirkegaard Sløk-Madsen, Thomas Ritter

    Research output: Contribution to conferencePaperResearchpeer-review


    The ultimate purpose of new product development is commercialization of the results. That is, creating returns for the investment. The authors investigate to what degree research published in Journal of Product Innovation Management has contributed to further our understanding of the concept and meaning of commercialization. The paper finds that only 8.3% of the published research in the last 30 years has contributed in some way to further our understanding of commercialization. Furthermore, a definition that is broadly accepted and applied has not materialized. Based on the existing publications, a definition, and a further research agenda is developed. A part of the papers contribution is the application of a focus-based view on the classical New Product Development roadmap.
    Original languageEnglish
    Publication dateJan 2015
    Number of pages33
    Publication statusPublished - Jan 2015
    EventDRUID Academy Conference 2015 - Hotel Comwell Sport Rebild Bakker, Aalborg, Denmark
    Duration: 21 Jan 201523 Jan 2015
    Conference number: 36


    ConferenceDRUID Academy Conference 2015
    LocationHotel Comwell Sport Rebild Bakker
    Internet address

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