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Creating Products in the Absence of Markets: A Robust Design Approach

Author

Listed:
  • Philippe Silberzahn

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

  • Christophe Midler

    (CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

Abstract

The purpose of this study is to examine how firms deal with a situation of true uncertainty about their potential markets and technologies. Specifically, we ask how firms can create products when the corresponding market does not exist. Design/methodology/approach : This paper is based on a longitudinal study of a high-tech firm, combined with analysis of existing theory in Product Design and Entrepreneurship. Findings – Markets and products are usually a defining choice made early on by firms in their strategic process. Such a choice guides their development by providing a ‘stable concept' to which decisions can be related to. When markets do not exist yet, however, this approach is not effective: Early choice of products and markets limits firms' flexibility by constraining their ability and willingness to adapt, while fundamental new technical and market information is likely to emerge during the project that will prove the initial assumptions wrong.

Suggested Citation

  • Philippe Silberzahn & Christophe Midler, 2007. "Creating Products in the Absence of Markets: A Robust Design Approach," Post-Print hal-00263305, HAL.
    • Handle: RePEc:hal:journl:hal-00263305
    Note: View the original document on HAL open archive server: https://hal.science/hal-00263305
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    References listed on IDEAS

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