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From innovation to market entry: a strategic management model for new technologies

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In this paper, we introduce a new framework that generates a list of strategic actions to support successful management of the innovation process as new technologies are taken to market. The framework links different stakeholders inside and outside the organisation to obtain an holistic view of the requirements necessary to develop the new technology. It integrates and synthesises existing frameworks into an inclusive set of guidelines. The framework is then tested in a case study located in a mid-size semiconductor organisation currently seeking new business opportunities in the emerging photovoltaic market. We conclude by reflecting on the usefulness of the model. Theoretically, the paper contributes to the literature on the management of the introduction of new technologies; practically, the framework provides a normative tool for practising managers.

Keywords: fuzzy front-end; innovation; new technology; strategic decision-making; transfer feasibility point

Document Type: Research Article


Affiliations: 1: SMA Solar Technology AG, Niestetal, Germany 2: School of Management, University of Southampton, UK

Publication date: April 1, 2011

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