Successful Development and Commercialization of Technological Innovation: Insights Based on Strategy Type

ow can market leaders avoid the innovator’s dilemma and continually develop disruptive innovations to retain their leadership posi-tion? We argue that the capability to successfully de-velop and commercialize one type of disruptive innovation—technological innovation—is based on the interaction between a firm’s strategic orientation (Prospector, Analyzer, Defender) and (1) its selection of target market; and (2) the way it implements its market orientation. The insights offered by this framework assist in predicting whether a firm’s stra-tegic orientation enhances or thwarts its ability to successfully commercialize disruptive innovations and also suggests the development of critical, yet contra-dictory, skill sets in order to remain successful over