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Full-Text Articles in Business
Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney
Strategies Technology Development Marketing Leaders Used To Commercialize A New Product Innovation, Roxie Mooney
Walden Dissertations and Doctoral Studies
Strategies for commercialization of a new product innovation are critical for gaining a sustainable level of customer acceptance and financial performance. The purpose of this single case study was to explore the commercialization strategies used by 5 technology development marketing leaders from a healthcare company in Washington state. The conceptual framework for this study was commercialization of innovation theory (CoI). The data were collected through semistructured interviews and company documentation, and analyzed using Yin's 5-step data analysis process for case studies to identify and code themes. Analysis of data generated 3 major themes: strategies implemented during the prelaunch phase, strategies …
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Marketing Strategies Used By Specialty Photo Retailers To Grow Revenues, Robert Michael Banasik
Walden Dissertations and Doctoral Studies
The advent of digital cameras, including those in smartphones, has caused an upheaval in
the photo industry that led to the bankruptcy of Kodak and the closure of most
independent photo stores. The purpose of this multiple case study was to explore
marketing strategies that specialty photo retailers in the United States have used to grow
revenues after the shift to digital imaging technologies. The conceptual framework of this
study was Rogers's diffusion of innovations model specifying typical movement of
information through communications channels in a social system over time. Data sources
included semistructured interviews with 5 photo retailers, photos …