Beschreibung
Product commercialization is a critical stage of the
innovation process. Whereas previous innovation launch
research has mainly targeted strategic and tactical
questions such as „what, where, when and why“, the „who“
of
successful commercialization of innovations has not received
adequate attention.The study shows that various
commercialization barriers are tied to specific internal and
external stakeholder groups and analyzes whether direct and
indirect interaction with them can overcome these
impediments in the consumer goods industry and positively
influence innovation performance.
