Subsequent niche strategies for high-tech products during market formation

Linda Kamp, Roland Ortt, Vicky Bruinsma, Stefan Vintila

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

Abstract

The article focuses on market formation for radically new high-tech products. Niche strategies are usually adopted by companies during market formation, prior to the start of large-scale diffusion. We explore why these niche strategies emerge and how they change over time, in two case-studies: Nylon and Dual Clutch Technology. We found different mechanisms explaining the logic of subsequent niche strategies during market formation. One mechanism is that a niche strategy can remove or create a barrier that then, in turn, changes the market situation so a new niche strategy must be adopted. Another mechanism is that external developments change the market situation so a new strategy is required. Our work is managerially relevant because it provides a practical tool for companies. Theoretically our work is relevant because it indicates the mechanisms driving market formation for radically new high-tech products.
Original languageEnglish
Title of host publicationProceedings of ISPIM Innovation Summit
Publication statusPublished - 2015
EventISPIM Innovation Summit - Brisbane, Australia
Duration: 6 Dec 20169 Dec 2016

Conference

ConferenceISPIM Innovation Summit
CountryAustralia
CityBrisbane
Period6/12/169/12/16

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