Commercializing Breakthrough Technologies: Scenarios and Strategies

J. Roland Ortt, Chintan M. Shah and Marc A. Zegveld
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J. Roland Ortt: Department of Technology, Policy and Management (TPM), Delft University of Technology (TUD), Jaffalaan 5, 2628 BX Delft, The Netherlands
Chintan M. Shah: Department of TPM, TUD, The Netherlands and Bluewater Energy Services BV, The Netherlands
Marc A. Zegveld: Department of Technology, Policy and Management (TPM), Delft University of Technology (TUD), Jaffalaan 5, 2628 BX Delft, The Netherlands

Chapter 13 in Management of Technology Innovation and Value Creation:Selected Papers from the 16th International Conference on Management of Technology, 2008, pp 207-221 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractIn this chapter we focus on different strategies for commercialising breakthrough technologies. After the invention of their technology, pioneers might be confronted with completely different scenarios, each of which requires another strategy. These strategies are studied for the cases of the photocopier, video cassette recorder and microwave oven. Several conclusions are derived from the cases. The main actors involved in the breakthrough technologies change considerably in the course of time, and so do the customer segments and user applications. Usually, niche markets emerge first that diverge considerably from the mass market applications that emerge later. In our cases, pioneers of breakthrough technologies never create a mass market. After the pioneer, multiple entrants adopt a similar strategy but many of them have to leave the market later. Only a small number of them survives, either by consistently adopting a niche market strategy or by creating a mass market.

Keywords: International Trade/Business; Econometrics; Accounting Regulations; R&D Management; Environmental Engineering; Technology Transfer; Technology Strategy (search for similar items in EconPapers)
Date: 2008
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