Developing a New Market Testing Procedure in the Context of Radical Innovation
Volume 3, Issue 5, September 2015, Pages: 120-127
Received: Jul. 22, 2015; Accepted: Aug. 7, 2015; Published: Aug. 13, 2015
Views 4469      Downloads 90
Mehree Iqbal, Department of Marketing and International Business, North South University, Dhaka, Bangladesh
Article Tools
Follow on us
In the context of radical innovation the conventional market testing procedures seems ineffective to generate sufficient profit for the company and satisfy consumers need. Moreover, the alternative approaches lacked some features to successfully prototype testing. So, the gap between the literature and the real life application leads towards producing a radically new approach for market testing. Therefore, sole aim of this research was to produce an effective market testing procedure in the context of radical innovation. To produce a new testing procedure an extensive research has been done based on document research methodology on the alternative approaches such as Open Innovation, Lead User method, Delphi Technique and Product Bundling. The new procedure has been divided into two categories based on target market- one focuses on the mass consumers and the other on the expert consumers. The categorization was important as literature demonstrated that consumers perceive and behave differently when considering radically new products. The new procedure sheds light on the complexity of understanding consumer needs and technological innovation. The firms can use this procedure to effectively generate useful feedback before commercializing their radically innovated products
Market Testing, Radical Innovation, Open Innovation, Lead User Method, Delphi Technique
To cite this article
Mehree Iqbal, Developing a New Market Testing Procedure in the Context of Radical Innovation, Communications. Vol. 3, No. 5, 2015, pp. 120-127. doi: 10.11648/
Atuahene-Gima, K. and Ko, A., [2001]. An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation. Organization Science. 12 (1). 54-74.
Ahmed, Jashim Uddin [2010]. ‘Documentary research method: New dimensions’, Indus Journal of Management & Social Sciences. 4(1), 1-14.
Autio, E., George, G. and Alexy, O., [2011]. International Entrepreneurship and Capability Development—Qualitative Evidence and Future Research Directions. Entrepreneurship Theory & Practice.
Bessant, J. and Tidd, J., [2009]. Innovation and Entrepreneurship. 2nd ed. John Wiley & Sons Ltd.
Bogers, M., Afuah, A. and Bastian, B., [2010]. Users as Innovators: A Review, Critique, and Future Research Directions. Journal of Management, 36 (4), pp.857-875.
Churchill, J., Von Hippel, E., and Sonnack, M., [2009]. Lead-User Project Handbook: A practical guide for lead user project teams. Downloaded from
Chesbrough, H., [2004]. Managing Open Innovation. Research Technology Management, 23(1)
Chesbrough, H., [2003]. An Era of Open Innovation. MIT Sloan Management Review.
Chesbrough, H. and Appleyard, M., [2007]. Open Innovation and Strategy. California Management Review, 50 (1)
Chesbrough, H.,[2010]. Business Model Innovation: Opportunities and Barriers. Long Range Planning. 43, 354-363.
Deszca, G., Munro, H. and Noori, H., [1999]. Developing breakthrough products: challenges and options for market assessment. Journal of Operations Management, 17, 613–630
Eisenberg, I., [2011]. Lead-User Research for Breakthrough Innovation. Research Technology Management.
Enkel, E., Perez-Freije, J. and Gassmann,O. [2005]. Minimizing Market Risks through Customer Integration in New Product Development: Learning from Bad Practice. Creativity and Innovation Management, 14(4)
Franke, N., Von Hippel, E., and Schreier, M., [2006]. Finding Commercially Attractive User Innovations: A Test of Lead-User Theory. Journal of Production Innovation Management, 23, pp.301-315.
Franke, N., Keinz, P. and Steger, J. C., [2009]. Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences? Journal of Marketing, 73, 103-121.
Fang, E., [2008]. Customer Participation and the Trade-Off between New Product Innovativeness and Speed to Market. Journal of Marketing, 72, 90–104.
Green, R. [2014]. The Delphi Technique in Educational Research. SAGE Open. DOI: 10.1177/2158244014529773
Gassmann, O., [2006]. Opening up the innovation process: towards an agenda. R&D Management, 36, 3.
Herstatt, C., [2004]. Market research for radical innovation. International Journal of Entrepreneurship and Innovation Management.
Jones, M.V., Coviello, N. and Tang, Y.K., [2011]. International Entrepreneurship Research (1989–2009): A Domain Ontology and Thematic Analysis. Journal of Business Venturing.
Keller, J., H.A. von der Gracht [2013]. The influence of information and communication technology (ICT) on future foresight processes — Results from a Delphi survey. Technological Forecasting and Social Change. Doi:10.1016/j.techfore.2013.07.010.
Koberg, S.C., Detienne, R. D., and Heppard, A. K., [2003]. An empirical test of environmental, organizational, and process factors affecting incremental and radical innovation. Journal of High Technology Management Research, 14, 21–45.
Leifer, R., O’Connor,G. C. and Rice, M., [2001]. Implementing radical innovation in mature firms: The role of hubs. The Academy of Management Executive, 15 (3), 102.
Letti, C., Hienerth, C., and Gemuenden, H., [2008]. Exploring How Lead Users Develop Radical Innovation: Opportunity Recognition and Exploitation in the Field of Medical Equipment Technology. IEEE International Transactions Journal of Engineering Management, 55(2),219-233.
Lettl, C., Herstatt, C., and Gemuenden, H., [2006]. Users contributions to radical innovation: evidence from four cases in the field of medical equipment technology. R&D Management Journal, 36(3).
Laursen, K. and Salter, A., [2006]. Open for innovation: the role of openness in explaining innovation performance among U.K. manufacturing firms. Strategic Management Journal, 27, 131-150.
Olson, E. L. and Bakke, G., [2001]. Implementing the Lead user method in a high technology firm: A longitudinal study of intentions versus actions. The Journal of Product Innovation Management, 18, 288-395.
O’Connor, G.C., [1998]. Market Learning and Radical Innovation: A Cross Case Comparison of Eight Radical Innovation Projects. Journal of Product Innovation Management, 15, 151-166.
Rowe, G. and Wright, G., [1999]. The Delphi technique as a forecasting tool: issues and analysis. International Journal of Forecasting, 15, 353–375.
Reinders, M. J., Framback, R.T. and Schoormans, J., P., L., [2010]. Using Product Bundling to Facilitate the Adoption Process of Radical Innovations. Journal of Product Innovation Management, 27, 1127-1140
Saunders, M., Lewis, P. and Thornhill, A., [2006]. Research Methods for Business Students. 4th ed. Oxford: Pearson Education.
Tellis, G., Prabhu, C. & Chandy, R. [2009]. Radical Innovation Across Nations: The Preeminence of Corporate Culture. Journal of Marketing.73, 3-23.
Trott, P., [1998]. Innovation Management & New Product Development. Harlow: Financial Times Management.
Talke, K. and Hultink, J. E., [2010]. The Impact of the Corporate Mind-set on New Product Launch Strategy and Market Performance. Journal of Product Innovation Management, 27, 220-237.
Talke, K. and Hultink, J. E., [2010]. Managing Diffusion Barriers When Launching New Products. Journal of Product Innovation Management, 27, 537-553.
Terwiesch, C. and Xu, Y., [2008]. Innovation Contests, Open Innovation, and Multi agent Problem Solving. Management Science, 54 (9), 1529-1543
Urban, G. L., and Von Hippel, E., [1988]. Lead user analyses for the development of new industrial products. Management Science, 34 (5), pp.569-582.
Von Hippel, E., [1988]. Lead Users: A Source of Novel Product Concept. Management Science, 32(7).
Von Hippel, E., Churchill, J., and Sonnack, M., [1998]. Breakthrough Products and Services with Lead User Research. Carnbridge and Minneapolis: Lead User Concepts, Inc.
Von Hippel, E., [2001]. Innovation by user communities: learning from open- source software. MIT Sloan Management Review
Von Hippel, E., [2005]. Democratizing Innovation. Cambridge, MA: MIT Press.
Witell, L., [2011]. Idea generation: customer co-creation versus traditional market research techniques. Journal of Service Management. 22 (2), 140-159.
Yin, R.K., [2003]. Case Study Research.Design and Methods. 2nd ed. Sage Publications.
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
Tel: (001)347-983-5186