Entry strategy for radical product innovations: A conceptual model and prepositional inventory

Recent research highlights the managerial significance of new product takeoff. Takeoff is a prerequisite for new product success and reducing time-to-takeoff is a critical issue in the formulation of market entry strategy. The central concern of this paper is how firms can reduce “take-off time ” for radical innovations. We propose a set of strategic considerations and specify the determinants of strategy selection for stimulating initial demand. The intended contribution is to enrich the diffusion and technology adoption literature by developing a propositional framework from a strategy perspective and by providing managerial guidelines for achieving more rapid technology take-off