國立虎尾科技大學 |

Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation./
作者:	Mooney, Roxie.
面頁冊數:	1 online resource (136 pages)
附註:	Source: Dissertation Abstracts International, Volume: 77-12(E), Section: A.
Contained By:	Dissertation Abstracts International77-12A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781339997407

Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation.
Mooney, Roxie.

Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation. - 1 online resource (136 pages)

Source: Dissertation Abstracts International, Volume: 77-12(E), Section: A.

Thesis (D.B.A.)

Includes bibliographical references

Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781339997407Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation.
LDR:02980ntm a2200361Ki 4500 001 911498
005 20180529094435.5
006 m o u
007 cr mn||||a|a||
008 190606s2016 xx obm 000 0 eng d
020 $a 9781339997407
035 $a (MiAaPQ)AAI10144620
035 $a (MiAaPQ)waldenu:17770
035 $a AAI10144620
040 $a MiAaPQ $b eng $c MiAaPQ
099 $a TUL $f hyy $c available through World Wide Web
100 1 $a Mooney, Roxie. $3 1183360
245 1 0 $a Strategies Technology Development Marketing Leaders Used to Commercialize a New Product Innovation.
264 0 $c 2016
300 $a 1 online resource (136 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Dissertation Abstracts International, Volume: 77-12(E), Section: A.
500 $a Adviser: Matthew Knight.
502 $a Thesis (D.B.A.) $c Walden University $d 2016.
504 $a Includes bibliographical references
520 $a Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies implemented during the pilot customer phase, and strategies implemented in the broader market launch phase of the CoI process. The results of this study revealed the set of commercialization decisions made by technology development marketing leaders in the case, the phase in which the CoI process-specific strategies were implemented, and some of the pitfalls of commercializing an innovation, especially a radical innovation. Results indicated the challenges with being a first-mover and having unclear positioning, branding, and messaging strategies. It is essential for technology development marketing leaders to gain a deeper understanding of the strategies that might influence commercial success and failure. Findings may contribute to social change by maximizing commercial success and the diffusion of new product innovations in healthcare, which might lead to better patient outcomes and enhanced ways of practicing medicine.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
650 4 $a Business administration. $3 1148568
650 4 $a Health care management. $3 1148454
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
690 $a 0310
690 $a 0769
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Walden University. $b Business Administration. $3 1148537
773 0 $t Dissertation Abstracts International $g 77-12A(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10144620 $z click for full text (PQDT)