Product commercialization is a critical stage of the innovation
process. Whereas previous innovation launch research has mainly
targeted strategic and tactical questions such as what, where, when
and why, the who of successful commercialization of innovations has
not received adequate attention.The study shows that various
commercialization barriers are tied to specific internal and
external stakeholder groups and analyzes whether direct and
indirect interaction with them can overcome these impediments in
the consumer goods industry and positively influence innovation
performance.
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