Abstract
![CDATA[The path to commercialisation is fraught for all innovating businesses. This is as true for businesses developing the much research high-tech innovation as it is the less frequently studied low-technology innovation. In this case study we explore the pathway to commercialisation of a low-tech, incremental innovation, comparing it to the extant empirical evidence regarding innovation and commercialisation of high-tech radical innovations. This case shows that like the high-tech innovating business, the firm developing and commercialising a low-technology product relies heavily on the network in which it is embedded and the social capital it is able to accrue. This case suggests that recent work on the “network competencies” of managers (in high-tech innovating businesses) will be applicable to all businesses seeking to develop and commercialise their products.]]
| Original language | English |
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| Title of host publication | Sustainable Management and Marketing : Proceedings of the Australian and New Zealand Marketing Academy Conference, Crown Promenade, Melbourne, Australia (30 November - 2 December 2009) |
| Publisher | Australian & New Zealand Marketing Academy (ANZMAC) |
| Number of pages | 7 |
| ISBN (Print) | 1863081585 |
| Publication status | Published - 2009 |
| Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
| Conference | Australian & New Zealand Marketing Academy. Conference |
|---|---|
| Period | 3/12/12 → … |
Keywords
- innovation
- commercialisation