From new-product development to commercialization through networks

The research on research and development (R&D) networks is plentiful but network relations in commercialization of innovations attract surprisingly little attention. This study analyzes how firms combine resources and utilize their relations in order to ensure the success of their innovations. The theoretical basis combines literature on innovation, industrial networks, and innovation networks. The study includes two cases on commercialization networks. The results indicate that an innovating firm needs resources to engage in customer education, distribution, marketing communication, relationship mediation, and credibility building when moving from R&D tasks to commercialization tasks. To acquire these resources, the firm needs to experience changes in network relations. Accordingly, the innovating firm needs particular commercialization competence in terms of accessing, mobilizing, and organizing relational resources.

Research highlights
► The innovating firm experiences changes in relations when moving to commercialization.
► Firms can utilize their relations to ensure the success of their innovations.
► Innovating firms need particular commercialization competence.
► Customer education, distribution, and credibility building are the key tasks.