The role of marketing activities in the fuzzy front end of innovation: a study of the biotech industry
In this paper we explore the importance of marketing activities during the Fuzzy Front End of Innovation (FFEI), which in product life cycle management is described as the phase between R&D and the beginning of formal new product development. The FFEI is characterized by informal processes and many industry specific conditions. The particular context in which the study was conducted involved research emerging from a US government sponsored institution. Firms obtain licenses for technology from the government sponsored institution with the purpose of advancing them towards commercialization. But, the process of development often gets stalled, especially during the initial stages due to the lack of a number of resources (financial, key personnel, etc.). The specific interest in this study was, therefore, to understand the extent to which various marketing efforts by the licensees enabled the survival of early stage biotech innovations. Licensees would be expected to seek resources by undertaking a number of marketing activities designed to communicate a value proposition to potential resource providers. The study involved qualitative data collection among licensees to uncover marketing activities in which they engaged during the FFEI phase. The data was coded to develop the specific types of marketing activities that had been employed so as to provide insight into which activities were important in enabling early stage innovation survival. Future research can build upon this study’s findings in industries other than biotech and involving different sources of technology transfer (universities, etc.). Copyright Springer Science+Business Media New York 2013
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Sean M. Hackett & David M. Dilts, 2004. "A Real Options-Driven Theory of Business Incubation," The Journal of Technology Transfer, Springer, vol. 29(1), pages 41-54, 01.
- Sean M. Hackett & David M. Dilts, 2004. "A Systematic Review of Business Incubation Research," The Journal of Technology Transfer, Springer, vol. 29(1), pages 55-82, 01.
- Jaffe, Adam B, 1989. "Real Effects of Academic Research," American Economic Review, American Economic Association, vol. 79(5), pages 957-70, December.
- Sean Hackett & David Dilts, 2008. "Inside the black box of business incubation: Study B—scale assessment, model refinement, and incubation outcomes," The Journal of Technology Transfer, Springer, vol. 33(5), pages 439-471, October.
- Ming Ding & Jehoshua Eliashberg, 2002. "Structuring the New Product Development Pipeline," Management Science, INFORMS, vol. 48(3), pages 343-363, March.
- Etzkowitz, Henry & Leydesdorff, Loet, 2000. "The dynamics of innovation: from National Systems and "Mode 2" to a Triple Helix of university-industry-government relations," Research Policy, Elsevier, vol. 29(2), pages 109-123, February.
- Auerswald, Philip E & Branscomb, Lewis M, 2003. "Valleys of Death and Darwinian Seas: Financing the Invention to Innovation Transition in the United States," The Journal of Technology Transfer, Springer, vol. 28(3-4), pages 227-39, August.
- Unger, Jens M. & Rauch, Andreas & Frese, Michael & Rosenbusch, Nina, 2011. "Human capital and entrepreneurial success: A meta-analytical review," Journal of Business Venturing, Elsevier, vol. 26(3), pages 341-358, May.
- Susan Bartholomew, 1997. "National Systems of Biotechnology Innovation: Complex Interdependence in the Global System," Journal of International Business Studies, Palgrave Macmillan, vol. 28(2), pages 241-266, June.
- Loet Leydesdorff & Henry Etzkowitz, 1998. "The Triple Helix as a model for innovation studies," Science and Public Policy, Oxford University Press, vol. 25(3), pages 195-203, June.
- Lynn, Leonard H. & Mohan Reddy, N. & Aram, John D., 1996. "Linking technology and institutions: the innovation community framework," Research Policy, Elsevier, vol. 25(1), pages 91-106, January.
- Wesley David Sine & Scott Shane & Dante Di Gregorio, 2003. "The Halo Effect and Technology Licensing: The Influence of Institutional Prestige on the Licensing of University Inventions," Management Science, INFORMS, vol. 49(4), pages 478-496, April.
- Bozeman, Barry, 2000. "Technology transfer and public policy: a review of research and theory," Research Policy, Elsevier, vol. 29(4-5), pages 627-655, April.
- Elias G. Carayannis & David F.J. Campbell, 2010. "Triple Helix, Quadruple Helix and Quintuple Helix and How Do Knowledge, Innovation and the Environment Relate To Each Other? : A Proposed Framework for a Trans-disciplinary Analysis of Sustainable Dev," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 1(1), pages 41-69, January.
- Melissa A. Schilling & Corey C. Phelps, 2007. "Interfirm Collaboration Networks: The Impact of Large-Scale Network Structure on Firm Innovation," Management Science, INFORMS, vol. 53(7), pages 1113-1126, July.
- Markman, Gideon D. & Gianiodis, Peter T. & Phan, Phillip H. & Balkin, David B., 2005. "Innovation speed: Transferring university technology to market," Research Policy, Elsevier, vol. 34(7), pages 1058-1075, September.
When requesting a correction, please mention this item's handle: RePEc:kap:jtecht:v:38:y:2013:i:6:p:850-872. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sonal Shukla)or (Rebekah McClure)
If references are entirely missing, you can add them using this form.