Abstract
This paper analyses the role of commercialisation strategy and product reputation in the relationship between innovation and the market performance. This is a particularly interesting question for high tech companies. The technical complexity of their products can make it difficult for the consumer to evaluate their degree of quality and innovation. Because of this, companies need to focus effort on the innovation diffusion process. This study uses Partial Least Squares to demonstrate that the commercialisation and reputation of innovative product intervene in the relationship between innovation and product success in the market. They have a mediating effect that explains the positive impact of the former on the latter. In light of the results, these mediating variables may be considered complementary tools for achieving innovation success into the market.
Published Version
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