Journal article

Market vision and market visioning competence: Impact on early performance for radically new, high-tech products

SE Reid, U De Brentani

Journal of Product Innovation Management | Published : 2010

Abstract

Having the "right" market vision (MV) in new product scenarios involving high degrees of uncertainty has been shown to help firms achieve a significant competitive advantage, which can ultimately lead to superior financial results. Despite today's increased rate of radical innovation, and hence the importance of effective vision, relatively little research has been undertaken to improve our understanding of this phenomenon. The exploratory and empirical investigation undertaken herewith responds to this research gap by focusing on MV and its precursor, market visioning competence (MVC), for radically new, high-tech products. MV is a clear and specific mental model/image that organizational m..

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