Management Papers
Document Type
Journal Article
Date of this Version
12-2015
Publication Source
Research Policy
Volume
44
Issue
10
Start Page
1815
Last Page
1826
DOI
10.1016/j.respol.2015.06.016
Abstract
We present a synthetic framework in which a technology entrepreneur employs a dynamic commercialization strategy to overcome obstacles to the adoption of the firm’s ideal strategy. Whereas prior work portrays the choice of whether to license a new technology or to self-commercialize as a single, static decision, we suggest that when entrepreneurs encounter obstacles to their ideal strategy they can nevertheless achieve it by temporarily adopting a non-ideal strategy. We refer to the sequential implementation of commercialization strategies, in which the first strategy enables the second, as a switchback—reminiscent of zigzag paths that enable passage up steep mountains. We analyze conditions under which switchbacks can be effective in enabling the entrepreneur’s ideal commercialization strategy given the attending costs, risks, and likely incumbent response.
Copyright/Permission Statement
© 2015. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Keywords
commercialization strategy, dynamic strategies, technology licensing
Recommended Citation
Marx, M., & Hsu, D. H. (2015). Strategic Switchbacks: Dynamic Commercialization Strategies for Technology Entrepreneurs. Research Policy, 44 (10), 1815-1826. http://dx.doi.org/10.1016/j.respol.2015.06.016
Embargo Date
8-2018
Date Posted: 19 February 2018
This document has been peer reviewed.