Commercialisation and Innovation Strategy in Small Firms: Learning to Manage Uncertainty [Hardcover] [Jul 01, 2022] Mazzarol, Tim; Reboud, Sophie; Clark, Delwyn; Moore, Monique; Malone, Peter and Soutar, Geoffrey N.

This book focuses on the process of commercialisation and innovation management in small firms. Although commercialisation and new product development (NPD) has been covered quite extensively, relatively little attention has been given to how small-to-medium enterprises (SMEs) engage with these issues. The book explores this topic in depth, taking a close look at the reasons why decisions are made and mapping this behaviour against established theories and “best practice” models of NPD and commercialisation.

Tim Mazzarol is a Winthrop Professor at the University of Western Australia, Perth, Australia, specialising in entrepreneurship, innovation, small business management, marketing, and strategy. His research interests lie in strategic management of small firms, innovation and commercialisation management in small firms, entrepreneurship, and cooperative enterprise, amongst others.

Sophie Reboud is Professor at the Burgundy School of Business, Dijon, France. Her research focuses on small business and SMEs, innovation, entrepreneurship, and strategy.

Delwyn Clark, is a Professor Emeritus of Strategic Management at Waikato Management School, the University of Waikato, Hamilton, New Zealand. Her research interests focus on strategy theory, business models, entrepreneurial and innovation processes, and micro-enterprises.

Monique Moore is a  Business Development Manager in the Research and Innovation Division of the University of Newcastle, NSW and doctoral graduate from the University of Western Australia, Perth, Australia. A trained lawyer and biotech entrepreneur, her research focus includes the intersection between business, law and commercialisation within biotech.

Peter Malone is an Adjunct Researcher at the University of Western Australia, Perth, Australia, and a successful serial entrepreneur. His research focuses on innovation, entrepreneurship, and the process of assessing and generating entrepreneurial innovation value from commercialisation projects.

Geoff Soutar is Professor Emeritus at the University of Western Australia, Perth, Australia. His present research interests include cross-cultural decision-making, new product and service development, and the marketing of services, especially educational and tourism services. He is globally recognized for his work in the field of marketing science.