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Date: Tue, 10 Jan 2006 10:04:26 +0100
From: "Lindgreen, A." <A.Lindgreen@tm.tue.nl>
Subject: CFP: Stakeholder Roles in Breakthrough Technologies

CALL FOR CHAPTERS
Chapter Proposals Due: March 31, 2006
Full Chapters Due: September 30, 2006

Type of Stakeholders and their Roles and Interactions in the Development, Diffusion, and Commercialization of
Breakthrough Technologies

A book edited by:
Dr. Adam LINDGREEN, Eindhoven University of Technology
Prof., dr. Roland ORTT, Delft University of Technology
Dr. Wesley JOHNSTON, Georgia State University

Introduction

When breakthrough technologies are first introduced to the world, it is hard to anticipate the subsequent process of development, diffusion, and commercialization. Also, it is difficult to anticipate the type of stakeholders who will be involved in this process. In some cases, the process is remarkably short, and only a limited number of stakeholders is involved (e.g. dynamite). In other cases, the process might cover a century and include numerous stakeholders in various combinations (e.g. video telephony and fax).

Breakthrough technologies are characterized by a discontinuous advance in technology and by the emergence of new markets. The discontinuous advance in technology means that attainable price/performance ratios are altered dramatically, or that new kinds of performance are possible. The emergence of new markets means that, rather than just substituting technologies in existing markets, new combinations of stakeholders on the supply and the demand side of the market are formed during the process.

Being able to involve the right stakeholders and to induce the proper interactions between these stakeholders is highly relevant from a managerial perspective. Breakthrough technologies have been the source of new markets and industries. For some companies, the introduction of breakthrough technologies has been a keystone of their long-term viability. For example, the history of the American company Raytheon, for example, is intimately connected with the radar technology. Similar examples of companies that are closely related with one or more breakthrough technologies include Xerox (photocopying) and The Bell company (e.g. the fax and the transistor). Yet, for many other companies the introduction of breakthrough technologies has caused their demise. For example, the emergence of ‘open innovation’ at the decline of the ‘closed innovation’ implies that former patterns of stakeholder involvement may no longer hold.

Representative Topics

The edited book examines the development, diffusion, and commercialization process of breakthrough technologies. The book includes, but is not limited to, the following topics:

• Who are the different stakeholders in the process? Possible   stakeholders include suppliers and their suppliers; customers and  their customers; the government, including the EU, and so on;  universities; public and private research foundations;   industry-specific organizations; workers’ unions; employers’ unions.
• Which role do these stakeholders have in this process? Which   competencies and capabilities do they bring? For example, do the  stakeholders’ roles depend on the different phases in the process?  Are some stakeholders more important in the early process, and other  stakeholders more so at the later phases − and why is that?
• What are the interactions between these stakeholders during this  process? For example, what are the reasons for stakeholders to  interact? What is the specific role of each participant in the  interactions? How do the interactions change throughout the process?
• What, if anything, constitutes best practice in developing,  diffusing, and commercializing breakthrough technologies? For example, is it possible to prescribe a set of activities that applies to breakthrough technologies in general, with other activities being  appropriate for particular industries?
• What impact does the breakthrough technology have on the adopting organization, the network dynamics of the adopting organization, the industry of the adopting organization, the national industry, and the international industry?
• How do breakthrough technologies affect competing technologies, that is, what happens to the competitive dynamics of substitute products when a breakthrough technology occurs?
• How are breakthrough technologies best marketed? Can the breakthough products be promoted like other products or is there a special process of marketing required for breakthough products? What about  pricing? And buyer-seller relationship and the development of value propositions?

Target Audience

Academics who teach or research technology and innovation; master students following more advanced courses on technology and innovation; and practitioners who are working in relevant fields.

Author Profiles

Authors with different disciplinary backgrounds are welcomed to submit their proposal for a chapter. We strongly prefer empirical contributions − including cases studies and historical research − that investigate multiple cases of breakthrough technologies. Reviews of earlier empirical research on the topic are also welcome.

Submission Procedure

Authors are invited to submit on or before March 31, 2006 an e-mail with their proposal attached as a brief two-page Word document. The proposal should clearly explain the mission and concerns of the proposed chapter, and whether their chapter will be empirical or not. All proposals should be e-mailed to a.lindgreen@tm.tue.nl. The proposals will be reviewed by the editors who will come back with their comments and suggestions.

Authors will be notified by April 30, 2006 about the status of their proposals. Also, authors will be sent full guidelines for organizing the chapter if their proposal is approved.

Full chapters are expected to be submitted on or before September 30, 2006 and will then be reviewed on a double-blind review basis. A chapter should be double-spaced, left aligned in 12 point Times New Roman type, and use one-inch margins on all sides. Each chapter is limited to 20 pages in total, including text, tables, figures, references, and so on.

The book will be published by ICFAI University Press.

Inquries:

We are happy to answer your questions should you have any. Please contact (preferably by e-mail) one of the editors:

Dr. Adam Lindgreen
Department of Organization Science and Marketing; Paviljoen R 00.07
Faculty of Technology Management; Eindhoven University of Technology
Den Dolech 2, Postbus 513, 5600 MB Eindhoven, The Netherlands
E-mail: a.lindgreen@tm.tue.nl
Telephone: + 31 (0) 40 247 3700

Dr. J. Roland Ortt
Department of Technology, Strategy, and Entrepreneurship; Room C2.030
Delft University of Technology
Jaffalaan 5, 2628 BX Delft, The Netherlands
E-mail: j.r.ortt@tbm.tudelft.nl
Telephone: + 31 (0) 15 278 4815

Professor, Dr. Wesley Johnston
Department of Marketing; Room 1343
J. Mack Robinson College of Business, Georgia State University
35 Broad Street N.W., Atlanta, GA 30303, USA
E-mail: mktwjj@langate.gsu.edu
Telephone: + 001 404 651 4184