The nature of market visioning for technology-based radical inovation

The ability to link advanced technologies to market opportunities is a crucial aspect of radical innovation. When markets do not yet exist, it is difficult to persevere, given organizational pressures for immediate profit. To study this problem, 11 radical innovation projects are examined in 9 large...

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Bibliographic Details
Published inThe Journal of product innovation management Vol. 18; no. 4; p. 231
Main Authors Gina Colarelli O'Connor, Veryzer, Robert W
Format Journal Article
LanguageEnglish
Published Hoboken Blackwell Publishing Ltd 01.07.2001
Subjects
Corporate culture
Innovations
Market potential
Studies
Technological change
United States > US
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Summary:The ability to link advanced technologies to market opportunities is a crucial aspect of radical innovation. When markets do not yet exist, it is difficult to persevere, given organizational pressures for immediate profit. To study this problem, 11 radical innovation projects are examined in 9 large, mature organizations in a real-time field setting. From results that are qualitative in nature, 4 themes emerge: 1. Vision is built and sustained through a variety of mechanisms that may operate in combination or serially. 2. There are a number of roles that individuals play in creating and evangelizing a vision through an organization. 3. There exist a few tools and methods for aiding in developing visions that are not dependent strictly on individual initiative, but these are not systematically employed by organizations. 4. Visions undergo a process of validation and internal acceptance that may depend heavily on reaching out beyond the familiar customer/market set of the firm.
ISSN:0737-6782
1540-5885