Please join us (and contribute!) at a BPS Symposium on:
Demand-Side Approaches to Strategy and Innovation:
Moving Beyond a Resource-Only Focus
Monday, Aug 10 2009 3:00PM - 4:30PM
Hyatt Regency <st1:city w:st="on">Chicago</st1:city> in <st1:place w:st="on"><st1:city w:st="on">Columbus</st1:city></st1:place> IJ
Co-Chairs: Richard L Priem, UWMilwaukee; Gianmario Verona, <st1:placename w:st="on">Bocconi</st1:placename> <st1:placetype w:st="on">U.</st1:placetype>
Background: Much research in strategic management has rightly emphasized the importance of resources, and resource combinations, to venture success. Some scholars argue, however, that performance-related theories will remain incomplete until we more effectively address the demand side of the performance equation as well as the producer side (e.g., Priem & Butler, 2001a&b). Recently, scholars have begun to examine strategic issues involving value creation and appropriation using demand-side approaches. These issues have included: the influences of demand on technological innovation (Adner & Zemsky, 2006; Tripsas, 2008); consumer-focused strategies for value creation and appropriation (Priem, 2007); and users roles in entrepreneurial innovation (Sawhney, Verona & Prandelli, 2005; Shah & Tripsas, 2007).
The Symposium: Leading scholars have been invited to present current research projects that employ demand-side approaches to inform issues in strategy and technological innovation. Their presentations, each of which is backed by a paper, are listed below. Then the discussant and the entire panel will engage in Q&A with the audience and discuss paths forward for demand-side research. We are strictly limiting the formal presentations to 10 minutes each to ensure opportunities for interaction between the panel and the audience.
De Gustibus Est Disputandum: A Demand-Based View of Technological Innovation
Presenter: Alfonso Gambardella; Bocconi U
How Consumers Evaluations Can Limit Potential Brand Resource Extensions: The Case of Smith Corona
Presenter: Erwin Danneels; Worcester Polytechnic Institute
The Two Sides of Competition and Their Implications for Strategy
Presenter: Michael Ryall; U. of Melbourne
Responses to Technological Threats: Demand Heterogeneity and Graceful Technology Retreats
Presenter: Ron Adner; Dartmouth College
Discussant: Mary Tripsas; <st1:placename w:st="on">Harvard</st1:placename> <st1:placetype w:st="on">U.</st1:placetype>
We look forward to much interaction and a stimulating discussion!