Investigating the role of firm resources and environmental variables in new product commercialization

Purpose – The purpose of this paper is to explain the role of firm resources and environmental variables for pursuing new product commercialization in high‐tech markets. Design/methodology/approach – The research design employed for the study consisted of both exploratory and descriptive phases. To begin with, a focused literature review was performed to develop a theoretical framework with seven research hypotheses, which was then empirically validated through a carefully executed survey conducted on the products managers of high tech firms. Findings – The study results have supported six research hypotheses, viz. technology acquisition intent (TAI) to new product commercialization relationship, direct influence of dominant design, market heterogeneity, and network externalities on the firm's TAI relationship. The results of hierarchical regression analysis indicated that the “dominant design to TAI” and the “network externalities to TAI” relationships are significantly moderated by firm resources. However, the “market heterogeneity to TAI” relationship is found to be not moderated by firm resources. Practical implications – Findings of the study have significant implications to extant product management theory and practice. The study highlights the most important environmental variables in high‐tech markets that act as antecedents to a firm's TAI and the effect of TAI on new product commercialization. Further, the study reveals the differential effects of these antecedent variables across firms owing to the varying levels of resource availability. Originality/value – The paper reports the significant outcomes of an important study on product management that attempted to establish the linkages across environmental variables, firm resources, and firm's technology strategy in pursuing the new product commercialization.