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이규현(Lee, Kyu Hyun),전일표(Jeon, Il Pyo),강태헌(Kang, Tae Hun) 한국소비문화학회 2013 소비문화연구 Vol.16 No.2
This paper investigates which factors influence the success of new products in the development of initial market. We sought for related theories from the research traditions of management and marketing for high technology and innovation, and applied them to the development of initial market in a small and medium sized venture corporation. Theoretical issues are follows: entrepreneurship, commercialization of technology, uncertainty in technology and market, and diffusion of innovations. The initial stage in the product life cycle must be managed well for the continuous success of growth, mature, and decline phases. The success in the initial market will promote the extensive diffusion toward mainstream market and change consumers' consumption pattern. Entrepreneurs in initial market face uncertainty in technology and market. To cope with uncertainty in initial market, It is essential for them to understand the difference in consumer response in the initial market, to emphasize perceived entrepreneurship in the B2G and B2B relationships by using social capital through social networks. To overcome technology uncertainty, entrepreneurs must create whole products in the continuum of innovation, determine the proper launching time, and reduce risks of competition with new-fashioned products. To overcome market uncertainty, entrepreneurs must define consumer needs in the initial market, create networks with potential customers, and predict the speed of diffusion. Through a qualitative study, the importance of following issues was confirmed: the connection between perceived entrepreneurship and innovation, the penetration stage from B2G and B2B to B2C, the advantage of publicity, the advantage of extensive use of social networks. It will complement research on the high technology marketing to understand which factors influence the development of initial market for new products which small and medium sized venture corporations have developed. Because it is difficult to generalize theories with a case study, it is necessary to develop a universal understanding for this area by measuring and investigating factors to overcome uncertainty with empirical data.
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