How to learn right? : commercialization capability development in innovative start-ups

Abstract

<div lang="en" class="abs"><p class="abs_header">Abstract</p><p>Start-ups with innovative products often struggle with commercialization and run out of resources before they learn what to do. Does it matter in which order and in which areas firm learn? Capability development is examined here as a zigzagging learning process that moves between three areas: strategic commercialization, market creation and preparation, and sales creation and development. In addition, supporting technical, managerial, and operational capability development is examined. The paper presents initial findings from a longitudinal case study focusing on two firms established in 2011. The analysis presents the commercialization processes and commercialization capability build-up. It seems that it is good to start developing capabilities in all three areas early on; especially market preparation and sales initiation cannot be ignored. However, without supporting capability development in management, and extensive building of a supporting network of collaborators and partners, the process seems to linger.</p></div>