Market creation for radical ICT innovations ? an empirical analysis. (16th July 2008)

• Record Type: Journal Article
• Authors: Ruokonen, Mika; Nummela, Niina; Puumalainen, Kaisu; Saarenketo, Sami
• Is Part Of: International journal of technology marketing. Volume 3:Number 2(2008)
• Page Start: 97
• Page End: 115
• Publication Date: 2008-07-16
• Subjects: market creation -- radical innovations -- small firms -- information technology -- communications -- ICT innovation -- case study -- technology marketing -- networks; Technology -- Marketing -- Periodicals; 338.476
• Languages: English
• ISSNs: 1741-878X

Abstract

This paper examines the challenges involved in creating a market for radical innovations. We argue that a proactive market orientation is a necessary but not sufficient precondition for successful market creation in the Information and Communications Technology (ICT) industry. Using data from three company cases, we point out some important but often ignored challenges in this highly dynamic context. Our results also highlight the importance of market-entry timing. Furthermore, markets seem increasingly to be created by members of networks, not by a single small company. We conclude the paper by offering some managerial implications and suggestions for future research.