Abstract
Scholars from multiple domains recognize that innovation is not always led by customers. However, while the theory of market driving behavior, and its sister theories in other disciplines have provoked great research and progress in understanding, most recent studies focus on contexts in which market driving behavior occurs without intentionality, or through a collective, or agents outside the incumbent company's context. This essay reflects on the ways that large established companies evolve to become intentional about driving markets. Based on a series of longitudinal, prospective studies of breakthrough innovation in large established companies, observations are offered regarding the practices that companies developed over time to commercialize breakthrough innovations that, by virtue of their new to the world performance features, have the potential to create new markets.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
