Abstract
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 language | English |
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Publication date | Jan 2015 |
Number of pages | 33 |
Publication status | Published - Jan 2015 |
Event | DRUID Academy Conference 2015 - Hotel Comwell Sport Rebild Bakker, Aalborg, Denmark Duration: 21 Jan 2015 → 23 Jan 2015 Conference number: 36 http://druid8.sit.aau.dk/druid/registrant/index/login/cid/17 |
Conference
Conference | DRUID Academy Conference 2015 |
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Number | 36 |
Location | Hotel Comwell Sport Rebild Bakker |
Country/Territory | Denmark |
City | Aalborg |
Period | 21/01/2015 → 23/01/2015 |
Internet address |