Successful development and commercialization of technological innovation: Insights based on strategy type

Market strategy in relation to the successful development and commercialization of technological innovation is discussed. Industry leaders reinvent themselves by developing and successfully commercializing disruptive innovations that challenge their existing business models. Market segmentation and targeting are the foundations of marketing strategy for exploiting new product and market opportunities. To solve the innovators constraints, a firm must attack the root cause of the obstacle by developing new ways of looking the world by developing proactive market learning competencies. Blending the insights from market strategy with those from innovation management may illuminate why some firms succeed with disruptive innovations and other do not.