Modeling market to commercialize innovation: how the forgotten historical figure of salesman helps us learn on how firms design market models

Maxime Thomas (), Pascal Le Masson () and Benoit Weil ()
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Maxime Thomas: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres
Pascal Le Masson: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres
Benoit Weil: Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres, CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: Innovation commercialization phase appears more and more as an issue for both marketing and innovation management literatures. This paper studies a particular aspect of innovation commercialization, namely the market-model design activities occurring during this phase. The paper builds on an underlying paradox of the literature. On a one hand consistent market models are useful for company to commercialize innovation and on the other hand marketization literature claims that the relevant variables depicting a market are countless and unknown. To sort out how market-modeling activities support innovation commercialization we conducted seven longitudinal historical case studies on commercial travellers. We looked for how 19 th century companies employing commercial travellers structured their market models to foster commercialization excellence. Our results indicate that these companies used representations of the market that can be define as ad hoc market models. The representations are models as they are built only on few coherent variables but they are ad hoc as they differ from one case to another. Given these results we discuss the specificities of the design of ad hoc market models and define the innovation commercialization phase as the market-model design phase.

Date: 2019-06-17
New Economics Papers: this item is included in nep-his and nep-sbm
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Published in R&D Management Conference, Jun 2019, Paris, France

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