Title: The entrenchment of controversial technology: a framework for monitoring and mapping strategic alignments

Authors: Bert Enserink

Addresses: School of Systems Engineering, Policy Analysis and Management, Delft University of Technology, P.B. Box 5015, 2600 GA Delft, The Netherlands

Abstract: Chances for successful social entrenchment of innovative products can be increased by timely anticipation of problems of public acceptance and regulation. In this article, a framework for analysis is presented as a first step for designing a management approach aimed at mitigation of such entrenchment problems. The message is that monitoring the selection environment, anticipating outside events and consequently being able to design hedging strategies improves the chances for successful marketing of controversial technological products. Active monitoring and mapping of the selection environment is considered a prerequisite for successfully creating the required strategic alignments and for successful niche management. The focus of the article is on the framework for monitoring and mapping these alignments which is illustrated by a case study on a genetically modified cut flower: the white chrysanthemum ||Moneymaker||.

Keywords: product innovation; strategy; monitoring; concurrent engineering; biotechnology; niche management.

DOI: 10.1504/IJTM.2000.002818

International Journal of Technology Management, 2000 Vol.19 No.3/4/5, pp.397-407

Published online: 07 Jul 2003 *

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