University of St.Gallen
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Early Market Signaling in Radical Innovation Development

abstract Developing radically new products typically entails many uncertainties due to imperfect information about the external environment. At the heart of this research project lies the assumption that a firm's early market signaling behavior in new product development, i.e., a firm's overt external communication processes on a new advanced technology at the early stages of the development process, reduces information imperfection in uncertain environments. Based on this assumption, this research project sets out to study beneficial outcomes and antecedent factors of a firm's early market signaling behavior in new product development for radical innovations.
   
keywords market signaling, radical innovation, market knowledge, new product success, effectuation
   
partner
type dissertation project
status ongoing
start of project 2010
end of project 2012
additional informations
topics market signaling, radical innovation development, market knowledge development, factors of new product success, effectuation
methods Management Survey, Structural Equation Modeling
contact Sven Molner