Market vision and the front end of NPD for radical innovation: The impact of moderating effects

Abstract

Market vision is a mental model that helps focus the organization on a new market application for an advanced technology during the fuzzy front end of the new product development process. Previous research demonstrates that firms involved in the development of radically new, high-tech products need to develop a market visioning competence (MVC) in order to develop an effective market vision (MV), and these capabilities, in turn, have been found to have a positive effect on key aspects of the early performance (EP) of these firms - specifically, the ability to attract capital and early success with customers. Based on a major empirical study of the nanotechnology sector, the research describe..