Integrating the opportunity development and commercialisation process
by Markku Virtanen; Jarkko Pellikka
International Journal of Business and Globalisation (IJBG), Vol. 20, No. 4, 2018

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.

Online publication date: Mon, 30-Jul-2018

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