The "Who" of successful commercialization if innovations

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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. This study shows that various commercialization barriers are tied to specific internal and external stakeholder groups. The book analyzes whether direct and indirect interaction with such groups can overcome the impediments in the consumer goods industry and positively influence innovation performance. (Series: Innovationsmanagement und Entrepreneurship - Vol. 7) [Subject: Business]