Title: Market creation for radical ICT innovations – an empirical analysis

Authors: Mika Ruokonen, Niina Nummela, Kaisu Puumalainen, Sami Saarenketo

Addresses: Lappeenranta University of Technology, P.O. Box 20, FI-53851 Lappeenranta, Finland. ' Turku School of Economics, Rehtorinpellonkatu 3, FI-20500 Turku, Finland. ' Lappeenranta University of Technology, P.O. Box 20, FI-53851 Lappeenranta, Finland. ' Lappeenranta University of Technology, P.O. Box 20, FI-53851 Lappeenranta, Finland

Abstract: This paper examines the challenges involved in creating a market for radical innovations. We argue that a proactive market orientation is a necessary but not sufficient precondition for successful market creation in the Information and Communications Technology (ICT) industry. Using data from three company cases, we point out some important but often ignored challenges in this highly dynamic context. Our results also highlight the importance of market-entry timing. Furthermore, markets seem increasingly to be created by members of networks, not by a single small company. We conclude the paper by offering some managerial implications and suggestions for future research.

Keywords: market creation; radical innovations; small firms; information technology; communications; ICT innovation; case study; technology marketing; networks.

DOI: 10.1504/IJTMKT.2008.018859

International Journal of Technology Marketing, 2008 Vol.3 No.2, pp.97 - 115

Published online: 20 Jun 2008 *

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