MARKETING STRATEGY FORMULATION IN THE COMMERCIALIZATION OF NEW TECHNOLOGIESA Dissertation Presented to The Academic Faculty by Leslie Harris VincentIn Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy in the College of Manage

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MARKETING STRATEGY FORMULATION IN THE COMMERCIALIZATION OF NEW TECHNOLOGIES A Dissertation Presented to The Academic Faculty by Leslie Harris Vincent In Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy in the College of Management Georgia Institute of Technology August 2005 MARKETING STRATEGY FORMULATION IN THE COMMERCIALIZATION OF NEW TECHNOLOGIES Approved by: Dr. Goutam Challagalla, Co-Advisor College of Management Georgia Institute of Technology Dr. Marie C. Thursby College of Management Georgia Institute of Technology Dr. Sundar G. Bharadwaj, Co-Advisor Goizueta School of Business Emory University Dr. Nancy Y.C. Wong College of Management Georgia Institute of Technology Dr. Christina E. Shalley College of Management Georgia Institute of Technology Approved May 5, 2005 For Gran my very own guardian angel 13 ACKNOWLEDGEMENTS I would like to thank all of the people that helped make this possible. First and foremost, I would like to thank my advisors Goutam Challagalla and Sundar Bharadwaj. Goutam, thank you for encouraging me to go down my own research path and work on the topic I was passionate about. I know it was more work for you when I decided to venture down my own path and I appreciate all of your guidance and support along the way. Sundar, I cannot thank you enough for everything you have done for me. You have always gone above and beyond to help me during this PhD program even though I was not a student at your school. I am very lucky to have had both of you as mentors. You always made time for me despite your hectic schedules. You have taught me more than you will ever know and I will always be indebted to you both for helping me achieve my goals. I only hope that one day I will be able to provide my students with the same experience that you two provided me. I must also thank the rest of my dissertation committee for all of their time and insight. Nancy Wong provided me with a fresh perspective on my research. It was nice to have someone with a different outlook question and push me along the way. I want to thank Christina Shalley as well for her support not only in the dissertation, but throughout my time in the PhD program. Her office door was always open and I am grateful for her willingness to help me grow both as a researcher and as a person. Finally, thank you to Marie Thursby for taking a chance on me. Without you this research would not have been possible. Not only did you allow me to work with the TI:GER teams and provide the funding for my dissertation research, but you also taught me so many other life iv lessons and for that I will be forever grateful. I gratefully acknowledge financial support for this research from NSF IGERT-0221600. I would also like to thank the rest of the Marketing Department at Georgia Tech, Naresh Malhotra, Richard Teach, Francis Ulgado, Alka Citrin, and Koert Van Ittersum, for all of their hard work in training me. I would especially like to thank Fred Allvine for steering me down this path. If it were not for you I would have never had the courage to even apply to the PhD program. I am both excited and nervous to leave Georgia Tech after nine years. I certainly will miss my Georgia Tech family. I want to thank Lan Wu, Tracey King, Can Uslay, and Brian Murtha for their support along the way. I would especially like to thank Lan for all of her methods expertise. I also want to thank Emory PhD students Jade Sturdy, Cem Bahadir, and Kapil Tuli for all of their support. I know all of you will be nothing but successful. Thank you to everyone that works with the TI:GER program. In addition to Marie Thursby, I want to thank Alan Flury and Carolyn Davis for their help in my data collection efforts. I also want to thank Matt Higgins for making each day interesting and all of his econometrics help. I simply could not have made it through the last two years without the help of Michelle Harris. She was always there to lend a hand and keep everything on track. I also want to thank the TI:GER students for their willingness to participate in this research and being patient with me as I collected round after round of data. I must also thank all of my family and friends for their love and support throughout my five years in the PhD program. There were times along the way where I v wasn’t sure I could actually do this and each of you helped push me forward by just being there to listen. I want to thank my mom, Marty Miller, for all her lunchtime pep talks. I can’t tell you how many times just knowing you were there kept me on track. I have learned by your example the value of an education and to never give up on your dreams. You always know just what to say (and when I need shoe shopping therapy). I want to thank my dad, Jim Harris, for encouraging me to go down this path when I wasn’t sure if it was right for me. Knowing that you are proud of me and that you believe I can do anything is one of the most precious gifts I could ever have. I guess parents really do know what is best for their children even when we don’t know it ourselves. I also want to thank my stepparents, Diane Harris and Tom Miller, for being such an important part of my life and always making everything so easy. I am so fortunate to have four wonderful parents who are there for me every step along the way. I love you guys! This list would not be complete without mentioning my brother Spike Harris. Spike, you will always be my first and most special student (poor thing went to Kindergarten writing in cursive and multiplying). You have always been the comic relief I need. I am so proud of you and I know you are destined for great things. And last, but certainly not least, I want to thank my husband Michael Vincent. You always know just how to make me laugh and never let me take myself too seriously. I love you and want to thank you for helping me follow my dream. vi TABLE OF CONTENTS Acknowledgements iv List of Tables x List of Figures xii Summary xiii Chapter 1 Introduction to Thesis 14 Part 1 - Antecedents, Consequences, and the Mediating Role of Organizational Innovation: Empirical Generalizations 19 Chapter 2 Introduction to Part I 2.1 Overview of Innovation Research 2.2 Sources of Inconsistency in the Innovation Literature 2.2.1 Innovation Adoption versus Innovation Generation 2.2.2 No Standard Definition/Typology of Innovation 2.2.3 No Standard Innovation Measure 2.2.4 Piecemeal Theory Development 2.2.5 Summary 20 21 22 22 24 25 26 27 Chapter 3 Meta-Analysis of Innovation 3.1 Sampling Frame 3.2 Sample Characteristics 3.3 Meta-Analysis Procedure 3.4 Results from Overall Analysis 3.4.1 Environment 3.4.2 Resources 3.4.3 Motivation 3.4.4 Processes 3.4.5 Outcomes 3.5 Decomposition of Variance 3.6 Moderator Analysis 3.6.1 Measure of Innovation 3.6.2 Typology of Innovation 3.6.3 Temporal Design 3.6.4 Industry Characteristics 29 29 30 31 32 35 35 36 37 38 38 39 42 43 45 45 Chapter 4 Innovation Theory Testing 4.1 Testing for Mediation 4.2 Alternate Models and Model Testing 4.3 Robustness Checks 50 52 53 62 vii 4.4 Results and Discussion 4.4.1 Environmental Variables 4.4.2 Organizational Variables 4.4.3 Performance Outcomes Chapter 5 Conclusion 5.1 Discussion 5.2 Limitations 5.3 Future Research Directions Part 2 – Marketing Strategy Formulation for New Technologies: A Dynamic Capabilities Framework 64 64 65 67 69 70 74 76 78 Chapter 6 Introduction 6.1 Why Strategies are Important 79 80 Chapter 7 A Dynamic Capabilities Framework 7.1 Network Ties 7.2 Absorptive Capacity 7.3 Interaction between Network Ties and Absorptive Capacity 7.4 Longitudinal Hypothesis 7.5 Relationships among Outcome Variables 84 85 90 93 94 95 Chapter 8 Methodology 8.1 Sample 8.2 Measures 8.3 Data Analysis 97 97 98 106 Chapter 9 Results 9.1 Network Ties 9.2 Absorptive Capacity 9.3 Interaction between Network Ties and Absorptive Capacity 9.4 Longitudinal Hypothesis 9.5 Relationships among Outcome Variables 112 113 116 120 121 125 Chapter 10 Discussion 10.1 Limitations 10.2 Future Research 10.3 Conclusion 138 144 145 146 Appendix A Definition of Innovation Antecedents 148 Appendix B Theoretical Rationale of Innovation Relationships 151 Appendix C Part II Measures 161 viii Appendix D Market and Technical Absorptive Capacity CFA by Time Period 169 Appendix E Control Variables 172 References 175 ix LIST OF TABLES Table 1 Meta-Analysis Results of Antecedents and Consequences of Innovation 33 Table 2 Decomposition of Variance Results 39 Table 3 Theoretical Rationale for Proposed Moderators of Innovation Research 46 Table 4 GLS Moderator Analysis 48 Table 5 Overview of Model Testing Theoretical Relationships 55 Table 6 SEM Modeling Testing Results 61 Table 7 Overview of Data Collection 98 Table 8 Definitions of Dependent and Independent Variables 99 Table 9 Descriptive Statistics for Network Measure 100 Table 10 CFA for Market Absorptive Capacity and Technical Absorptive Capacity Scales (Overall Sample) 101 Table 11 CFA Results for Marketing Strategy Effectiveness (Overall Sample) 105 Table 12 Summary of Hypothesis Testing 111 Table 13 Descriptive Statistics and Correlations 112 Table 14 Panel Fixed Effects Regression: Individual Level Data (Marketing Strategy Performance) 126 Table 15 Panel Fixed Effects Regression: Team Level Data (Marketing Strategy Performance) 127 Table 16 Panel Random Effects Regression: Team Level Data (Marketing Strategy Performance) 128 Table 17 Panel Fixed Effects Regression: Individual Level Data (Marketing Strategy Creativity) 129 x
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