Venture capitalists are constantly on the prowl for new startups to invest in, and research labs are their hunting grounds. A new study in the Journal of Marketing explores the process of market scoping for early-stage technologies—a critical, but underexplored marketing challenge of science commercialization. This research describes why manager adoption of a “market ambiguity acceptance” mindset is associated with more successful commercialization and investments. Watch to learn more.
Featured speakers in video: Sven Molner (University of London), Jaideep C. Prabhu (University of Cambridge), and Manjit S. Yadav (Texas A&M University)
Full article: https://doi.org/10.1177%2F0022242918813308