Commercialization of disruptive innovations: literature review and proposal for a process framework

Abstract

The challenges of disruptive innovations have gained significant attention from both academics and practitioners, commercialization being one of the most critical phases. At the same time, however, it is the less studied area of disruptive innovation. Therefore, this article examined scholarly papers on the commercialization of disruptive innovations through a multidisciplinary systematic literature review. It resulted in the analysis of 64 high-quality peer-reviewed academic articles. The analysis highlighted the commercialization models and main constructs that are affecting the commercialization process: market orientation, market learning, user's involvement, market configuration, adoption networks and stakeholders, and innovation transference. The study evidences how commercialization has evolved from a later stage in innovation to influence even the early phases of innovation, characterized in turn by exploration, learning and ecosystem creation activities. Additionally, the analysis led to a proposition that established an integrated commercialization model for high uncertainty innovations. The model has three phases: 1) Concept/value proposition validation, 2) Business model validation & Market creation, and 3) Creating sales in the majority market. Lastly, the article contributes to a better understanding of commercialization processes in high uncertainty innovations, bridging also the academic-practitioner divide.