Introduction
When
breakthrough technologies are first introduced to the world, it
is hard to anticipate the subsequent process of development, diffusion,
and commercialization. Also, it is difficult to anticipate the type
of stakeholders who will be involved in this process. In some cases,
the process is remarkably short, and only a limited number of stakeholders
is involved (e.g. dynamite). In other cases, the process might cover
a century and include numerous stakeholders in various combinations
(e.g. video telephony and fax).
Breakthrough
technologies are characterized by a discontinuous advance in technology
and by the emergence of new markets. The discontinuous advance in
technology means that attainable price/performance ratios are altered
dramatically, or that new kinds of performance are possible. The
emergence of new markets means that, rather than just substituting
technologies in existing markets, new combinations of stakeholders
on the supply and the demand side of the market are formed during
the process.
Being
able to involve the right stakeholders and to induce the proper
interactions between these stakeholders is highly relevant from
a managerial perspective. Breakthrough technologies have been the
source of new markets and industries. For some companies, the introduction
of breakthrough technologies has been a keystone of their long-term
viability. For example, the history of the American company Raytheon,
for example, is intimately connected with the radar technology.
Similar examples of companies that are closely related with one
or more breakthrough technologies include Xerox (photocopying) and
The Bell company (e.g. the fax and the transistor). Yet, for many
other companies the introduction of breakthrough technologies has
caused their demise. For example, the emergence of 'open innovation'
at the decline of the 'closed innovation' implies that former patterns
of stakeholder involvement may no longer hold.
Representative Topics
The
edited book examines the development, diffusion, and commercialization
process of breakthrough technologies. The book includes, but is
not limited to, the following topics:
-
Who are the different stakeholders in the process? Possible
stakeholders include suppliers and their suppliers; customers
and their customers; the government, including the EU, and
so on; universities; public and private research foundations;
industry-specific organizations; workers' unions; employers'
unions.
-
Which
role do these stakeholders have in this process? Which competencies
and capabilities do they bring? For example, do the stakeholders'
roles depend on the different phases in the process? Are some
stakeholders more important in the early process, and other
stakeholders more so at the later phases - and why is that?
-
What are the interactions between these stakeholders during
this process? For example, what are the reasons for stakeholders
to interact? What is the specific role of each participant
in the interactions? How do the interactions change throughout
the process?
-
What, if anything, constitutes best practice in developing,
diffusing, and commercializing breakthrough technologies?
For example, is it possible to prescribe a set of activities
that applies to breakthrough technologies in general, with
other activities being appropriate for particular industries?
-
What impact does the breakthrough technology have on the adopting
organization, the network dynamics of the adopting organization,
the industry of the adopting organization, the national industry,
and the international industry?
-
How do breakthrough technologies affect competing technologies,
that is, what happens to the competitive dynamics of substitute
products when a breakthrough technology occurs?
-
How are breakthrough technologies best marketed? Can the breakthough
products be promoted like other products or is there a special
process of marketing required for breakthough products? What
about pricing? And buyer-seller relationship and the development
of value propositions?
Target Audience
Academics
who teach or research technology and innovation; master students
following more advanced courses on technology and innovation; and
practitioners who are working in relevant fields.
Author Profiles
Authors
with different disciplinary backgrounds are welcomed to submit their
proposal for a chapter. We strongly prefer empirical contributions
- including cases studies and historical research - that investigate
multiple cases of breakthrough technologies. Reviews of earlier
empirical research on the topic are also welcome.
Submission Procedure
Authors
are invited to submit on or before May 31, 2006 an e-mail with their
proposal attached as a brief two-page Word document. The proposal
should clearly explain the mission and concerns of the proposed
chapter, and whether their chapter will be empirical or not. All
proposals should be e-mailed to a.lindgreen@tm.tue.nl.
The proposals will be reviewed by the editors who will come back
with their comments and suggestions.
Authors
will be notified by June 30, 2006 about the status of their proposals.
Also, authors will be sent full guidelines for organizing the chapter
if their proposal is approved.
Full
chapters are expected to be submitted on or before November 30,
2006 and will then be reviewed on a double-blind review basis. A
chapter should be double-spaced, left aligned in 12 point Times
New Roman type, and use one-inch margins on all sides. Each chapter
is limited to 20 pages in total, including text, tables, figures,
references, and so on.
The
book will be published by ICFAI University Press.
Inquries:
We
are happy to answer your questions should you have any. Please contact
(preferably by e-mail) one of the editors:
Dr.
Adam Lindgreen
Department of Organization Science and Marketing; Paviljoen R 00.07
Faculty of Technology Management; Eindhoven University of Technology
Den Dolech 2, Postbus 513, 5600 MB Eindhoven, The Netherlands
E-mail: a.lindgreen@tm.tue.nl
Telephone: + 31 (0) 40 247 3700
Dr.
J. Roland Ortt
Department of Technology, Strategy, and Entrepreneurship; Room C2.030
Delft University of Technology
Jaffalaan 5, 2628 BX Delft, The Netherlands
E-mail: j.r.ortt@tbm.tudelft.nl
Telephone: + 31 (0) 15 278 4815
Professor,
dr. Wesley Johnston
Department of Marketing; Room 1343
J. Mack Robinson College of Business, Georgia State University
35 Broad Street N.W., Atlanta, GA 30303, USA
E-mail: mktwjj@langate.gsu.edu
Telephone: + 001 404 651 4184
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