Stakeholder contributions to commercialization and market creation of a radical innovation: bridging the micro- and macro levels

Purpose Successful commercialization is crucial to innovative firms, but further investigation needed on how diverse stakeholders can contribute the of a radical innovation that requires particular market creation support. This paper aims to, therefore, analyze key and their contributive activities in creation, particularly case innovations. Design/methodology/approach study relies qualitative research design including interviews with stakeholders, such as regulators, scientists, experts, licensing partners, core company representatives extensive secondary data. single-case concerns functional food product, which requiring development novel product category positioned between medicine categories global settings. Since its launch 1995, involvement multiple was for successful over 30 countries. Findings Results uncover contributions innovation. Stakeholders performed regulating marketing labeling products, conducting safety assessments, revealing validating positive health effects novelty raising awareness healthy living cardiovascular health. The included distributing products overseas, applying ingredient different making available users. Research limitations/implications provides an overview stakeholder Although user perspective not empirical part this because our focus B2B actors, users R&D great extent. Originality/value developed framework stakeholders’ contributes literature discussing well within management fields. work also generates practical advice managers who commercialize (radical)