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Sökning: AMNE:(SOCIAL SCIENCES Business and economics) > Kalling Thomas > Björklund Matts

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  • Björklund, Matts, et al. (författare)
  • Specificities vs Enthusiasm: Nine European Case Studies of Commercialization of Innovation
  • 2008
  • Ingår i: Proceedings of ICICKM 2008. - Academic Conferences Ltd. ; s. 71-78
  • Konferensbidrag (refereegranskat)abstract
    • In this paper, the critical factors behind commercialization of new product development (NPD) are investigated in order to add to our understanding of what drives and hampers the commercialization of new products and services. With the illustration of nine cases of commercialization from three multinational organizations, an initial framework of three categories of factors related to the success of commercializing innovation was the starting point (cognitive-, process- and managerial factors). Through a combination of inductive and deductive methods, the findings of the multi-case study support the factors and categorization from the preliminary framework, however additional findings emerged. The findings include a need to understand specificity (ability) and enthusiasm (will). Six dimensions of specificity were identified which affects the success of commercializing a new product or service. Firstly, the degree of differentiation (the more customized the product is, the more difficult to market in terms of volume). Next, we have the geographical scope (the more local scope, the less volume can be expected). Thirdly, there are legal and economic variation (possible differences in legislation setting boundaries on the potential markets). Fouthly, the number of potential customers for the given product (a higher level of customization results in fewer potential customers). The fifth dimension is the number of interfaces with the customer (more contacts leading to a lower degree of specificity). The final dimension is the flexibility of capabilities (less flexible personnel and machinery led to a higher degree of specificity). Whilst specificity makes up the essence in the findings, the role of enthusiasm is not to be neglected. Often, but not always, enthusiasm has a positive impact on the commercialization of new products (hence it is important to balancing specificity and enthusiasm). It is a cognitive challenge for the firm to be clear about the level of specificities. There is additional risk to be added to the commercialization process if this is not clearly communicated.
  • Björklund, Matts, et al. (författare)
  • The success and failure of New Product Development – a study with focus on the early phases
  • 2007
  • Konferensbidrag (övrigt vetenskapligt)abstract
    • What factors affects New Product Development (NPD) and are the factors the same in different industries? These are two of the main questions explored when three organizations in different industries are studied from the perspectives of knowledge, motivation and organizational context. Focus is on the early phases of NPD, however the entire NPD process is included to better understand the results of the actions and factors throughout the process. The indications that knowledge and knowledge management are key tools in order to stay competitive in the market place are looked closer at and the empirical cases illustrate the use of knowledge within the given sub-cases and the implications thereof.
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