StanleyF.Slater JakkiJ.Mohr Successful Development and Commercialization of Technological Innovation: Insights Based on Strategy Type Journal of Product Innovation Management 23 26-33 2006 The article discusses a study related to the commercialization of technological innovation. Technological innovation is based on the interaction between a firm's strategic orientation and its selection of target market. Technological innovations create new products based on new underlying technological underpinnings. The basic premise of the adoption and diffusion process is that there are different categories of adopters, each with unique characteristics and buying needs. Recent research has shown that a proactive market-oriented culture is more strongly associated with innovativeness and new product success than is a customer-led culture. A proactive market orientation involves a set of behaviors through which a business attempts to discover, to understand, and to satisfy the latent needs of customers. Another key factor determining a firm's ability to successfully develop and commercialize technological innovation is how the firm comes to understand customer needs. The root causes of the innovator's dilemma are the tyranny of the served market and core rigidities most common to analyzer and defender firms. The article discusses a study related to the commercialization of technological innovation. Technological innovation is based on the interaction between a firm's strategic orientation and its selection of target market. Technological innovations create new products based on new underlying technological underpinnings. The basic premise of the adoption and diffusion process is that there are different categories of adopters, each with unique characteristics and buying needs. Recent research has shown that a proactive market-oriented culture is more strongly associated with innovativeness and new product success than is a customer-led culture. A proactive market orientation involves a set of behaviors through which a business attempts to discover, to understand, and to satisfy the latent needs of customers. Another key factor determining a firm's ability to successfully develop and commercialize technological innovation is how the firm comes to understand customer needs. The root causes of the innovator's dilemma are the tyranny of the served market and core rigidities most common to analyzer and defender firms.