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 technologiesa 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:
Scholarly Insight: /2019/03/07/why-its-actually-good-to-be-vague-about-markets/