Commercialization or commercialization is the process of introducing a new product or production method into commerce -making it available on the market . The term Often connoted Especially entry into the mass market (as Opposed to entry into Earlier Niche markets ), goal aussi it includes a move from the laboratory into (even limited) trade. Many technologies begin in a research and development laboratory or in an inventor’s workshop and may not be practical for commercial use in their infancy (as prototypes). The “development” segment of the ” research and development ” spectrum requires time and money as systems are engineered with a view to making the product or method was paying business proposition. The product launch of a new product is the final stage of new product development – at this point advertising , sales promotion , and other marketing efforts encourages commercial adoptionof the product or method. Beyond commercialization (in qui technologies enter the business world) can bind consumerization (in qui They Become consumer goods , as for example Whencomputers went from the laboratory to the enterprise and then to the home, pocket, or body).


Commercialization is often confused by whom? ] with sales , marketing, or business development . The commercialization process has three key aspects:

  1. The funnel. [1] It is essential citation needed ] to look at Many ideas to get one or two products or businesses That can be sustained long-term.
  2. Commercialization is a stage-wise process, and each stage has its own key goals and milestones.
  3. It is vital to involve key stakeholders early, including customers .


Proposed commercialization of a product can raise the following questions:

  1. When to launch: Factors Such As potential cannibalization of the sales of a vendor’s other products, any requirement for further Top Proposed improvement of the new product, or unfavorable market conditions of May operate to delay a product launch.
  2. Where to launch: A potential vendor can start marketing in a single location, in one or more regions , or in a national or international market . Existing resources and the degree of managerial confidence can strongly influence the proposed launch-mode. Smaller vendors usually launch in attractive cities or regions, while larger companies May enter a national market at once. citation needed ]
    Global roll-outs generally remain the preserve of multinational conglomerates, since they have the necessary size and make use of international distribution systems (eg, Unilever , Procter & Gamble). Other multinationals may use a “lead-country” strategy: introducing the new product in one country / region at a time (eg Colgate-Palmolive ). quote needed ]
  3. Whom to target: Research and test marketing can identify a primary consumer group . The ideal primary consumer group should consist of innovators , early adopters , heavy users and / or opinion leaders . This will encourage adoption by the market during the product-growth period. quote needed ]
  4. How to launch: Prospective vendors shoulds decided one year Plan Action citation needed ] for Proposed Introducing a product – was shaped by map Above Addressing the issues. The Vendor Has to Develop a viable marketing mix citation needed ] and to structure Corresponding marketing- budget .


  • Jolly, Vijay K. (1997): Commercializing New Technologies: Getting from Mind to Market; Harvard Business School Press. [Note: a new edition was due in early 2009.]