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dc.contributor.authorMolner, Sen
dc.contributor.authorPrabhu, Jaideepen
dc.contributor.authorYadav, MSen
dc.date.accessioned2019-01-08T00:30:33Z
dc.date.available2019-01-08T00:30:33Z
dc.date.issued2019-03en
dc.identifier.issn1547-7185
dc.identifier.urihttps://www.repository.cam.ac.uk/handle/1810/287591
dc.description.abstractThis paper examines market scoping for early stage technologies, a fundamental yet underexplored marketing activity. Market scoping refers to managerial activities directed at the identification of market spaces for early stage technologies. Our discovery-oriented research aimed at theory development draws on an extensive, multi-year database of email trails and archival records detailing market scoping efforts for early stage technologies emerging from a global research university. Based on this longitudinal database, we provide an in-depth examination of managers’ market space decisions and advance an initial theory of market scoping. We isolate managers’ market scoping mindset—which manifests as market ambiguity avoidance or acceptance—as a key explanatory construct shaping market space decisions and outcomes. Market ambiguity avoidance results in managers’ downstream orientation toward end-users; this mindset, counterintuitively, may lead to technology commercialization failure. In contrast, market ambiguity acceptance results in managers’ upstream orientation; this mindset directs attention away from end-users, but helps uncover indirect paths to viable market spaces. This paper lays the groundwork for advancing marketing research in the context of early stage technology commercialization.
dc.publisherAmerican Marketing Association
dc.titleLost in a universe of markets: toward a theory of market scoping for early stage technologiesen
dc.typeArticle
prism.endingPage61
prism.issueIdentifier2en
prism.publicationDate2019en
prism.publicationNameJournal of Marketingen
prism.startingPage37
prism.volume83en
dc.identifier.doi10.17863/CAM.34904
dcterms.dateAccepted2018-10-22en
rioxxterms.versionofrecord10.1177/0022242918813308en
rioxxterms.versionAM
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserveden
rioxxterms.licenseref.startdate2019-03en
dc.contributor.orcidPrabhu, Jaideep [0000-0002-8919-9567]
dc.identifier.eissn1547-7185
rioxxterms.typeJournal Article/Reviewen
cam.issuedOnline2018-12-27en
rioxxterms.freetoread.startdate2019-12-27


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