Innovator's strategy and commercial success of radical innovations

Abstract

This paper examines the impact of innovating firms' conscious action to persuade potential consumers on the commercial success of radical innovations in the tennis racket industry. Based on the literature in information processing, behavioral marketing, and evolutionary economics, we hypothesize that innovators' action through professional endorsement increases the sales of radical innovations when it is difficult for consumers to assess the validity of technical superiority. With previous studies in the field, the study suggests that it is critical for innovators to eliminate initial uncertainty and ambiguity in the market through various measures and, once it's properly done, consumers as well as competitors begin to appreciate the value of the radical innovation. © 2017 Serials Publications Pvt. Ltd.