1. Successful Development and
Commercialization of Technological
Innovation: Insights Based on Strategy
Type
S. F. Slater, J. J. Mohr (2006) Journal of Product Innovation Management 23:26-33
Paper presentation
Team C
Francesco Clemente
Marco D’Alonzo
Alessandro Gemignani
Federico Montagnani
Rossella Sassu
Pierluigi Smaldone

2. Techies
2,5%
EARLY MARKETS MAINSTREAM MARKETS LATE MARKETS
Visionaries
(13,5%)
Pragmatists
(34%) Conservatives
(34%)
Skeptics
(16%)
Segments of innovation adopters

3. EARLYMARKETSMAINSTREAMMARKETSLATEMARKETS
Strategic orientations of firms

4. Disruptive innovationTechnology
Performance
Technology A
Technology B
Time
A disruptive innovation is
an innovation that helps create a
new market and value network,
and eventually disrupts an
existing market and value
network displacing an earlier
technology.

5. How can industry leaders reinvent
themselves by developing and
successfully commercializing
disruptive innovations that challenge
their existing business models?
The innovator’s dilemma

6. Modifying the initial
marketing approach (which
was successful with early
adopters) so that
mainstream customers will
also embrace the new
technology.
Crossing the chasm
EARLY MARKETS MAINSTREAM MARKETS LATE MARKET

7. Problems coming from innovator’s dilemma
and “crossing the chasm” issue are closely
related.
They both derive from the underlying skill
set the firm brings:
- to its market strategy,
- to its customer orientation.
Insights from Market strategies

8. Business must develop “contradictory
resources and capabilities” to be
successful in appealing a wide range of
customer types.
Analyzers (and) Defenders
Customer-led culture
Proactive market-oriented culture
Prospectors
Strategy type and selection of target market

9. Analyzers (and) Defenders
The tiranny of the served markets
EARLY MARKETS MAINSTREAM MARKETS LATE MARKETS
Research tools for high-tech markets
can reveal new pieces of information that may
have impact on developing innovative products and
services.
A vision of future markets
Prospectors
Skills in customer orientation

10. Research tools for high-tech markets
S. F. Slater, J. J. Mohr (2006) 23:31

11. Thank You!