Title: Integrating the opportunity development and commercialisation process

Authors: Markku Virtanen; Jarkko Pellikka

Addresses: Lehmuskatu 8, 50120 Mikkeli, Emind Oy, Finland ' Nokia Technologies, P.O. Box 226, FI-00045 Nokia Group, Karaportti 4, 02610 Espoo, Finland

Abstract: This paper aims to analyse the integration of opportunity development and the commercialisation process. Previous studies have highlighted the importance of identifying and seizing opportunities, but have provided relatively limited descriptions of the dynamics of the value creation process. This analysis operationalises previous findings into an integrated framework that focuses on providing a comprehensive view that includes the key concepts, activities and outputs of the opportunity development and commercialisation processes. The results show that the commercialisation process concept can complement the current understanding of business opportunity development through a process-based approach that broadly captures the dynamic nature of value creation elements. In addition, this study suggests that researchers should include expectations and a time dimension in their future analyses and models.

Keywords: opportunity; commercialisation; opportunity development and commercialisation process; dynamics of opportunity development; value creation.

DOI: 10.1504/IJBG.2018.093583

International Journal of Business and Globalisation, 2018 Vol.20 No.4, pp.479 - 496

Received: 06 Dec 2016
Accepted: 20 Feb 2017

Published online: 12 Jul 2018 *

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