Aarikka-Stenroos, L. and B. Sandberg (2012). "From new-product development to commercialization through networks." Journal of Business Research 65(2): 198-206.

Format: Peer reviewed journal article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: This study examines two case studies of commercialization networks. Product commercialization is much more complicated than the current body of literature reflects. Customer education, distribution, marketing, public relations, and relationship mediation are all necessary for successful transition from research and development (R&D) to market. 

Setting(s) to which the reported activities/findings are relevant: Manufacturers, Investors

Knowledge user(s) to whom the piece of literature may be relevant: Organization

Knowledge user level addressed by the literature: General

This article uses the Commercial Devices and Services version of the NtK Model

• Distribution logistics face more constraints than in the past; shorter product lifecycles, more competition, and rising user expectations. 
  Survey findings 
  Occurrences within the model: NtK 7.9
• Relationships created for R&D outnumber similar efforts for commercialization and post-launch support. 
  Case study findings
  Occurrences within model: NtK 8.1, 9.1

• Roles for partners during commercialization include experts, users, distributors, demonstrators and other complementaries. 
  Case study findings
  Occurrences within model: NtK 7.10, 8.3
• The innovation process yields commercialization untapped networks. 
  Case study findings
  Occurrences within model: NtK 8.1, 9.1
• The ideal commercialization network uses complementary resources of both non-profit organizations and of industries.
  Case study findings
  Occurrences within model: NtK 7.9, 7.10