Strategy-as-Process in a Technology Venture: A Case Study of Pivots, Pauses, Partners, and Progress

Technology commercialization is an often nonlinear process that tends to pass through various “stages” or “phases” as a venture attempts to shepherd a technology from the laboratory to marketplace. Between these phases are “junctures” or “transitions” that present particular challenges for entrepreneurs as they often comprise fundamental changes to the venture instead of simply scaled versions of previous challenges. In this study, we use a participant-observer methodology to deeply explore how a technology venture in the renewable energy sector negotiated these transitions. Our findings highlight the development of a “repertoire” of tools entrepreneurs can use to help successfully negotiate these transitions