Towards establishing a domain specific commercialization model for innovation in residential construction

Abstract

PurposeThe purpose of this paper is to offer a commercialization framework that outlines phases and functional areas for technical and business practices in getting innovative products to market. The development of this framework was motivated by a history of failures of entrepreneurial business ventures in the commercialization of construction products.Design/methodology/approachThis paper presents Phase 1 of commercialization research efforts, which includes a definition of innovation and commercialization for the residential construction industry; a review of literature related to generic commercialization models; and construction of a new commercialization framework for innovative construction products. This paper also introduces Phase 2 of this research, which includes qualitative and quantitative knowledge capture from construction industry experts; and the development of a domain‐specific commercialization model for the residential industry based on these inputs to reflect the unique challenges of construction products.FindingsThis paper presents a generic commercialization framework as a basis for interpreting various data from product interviews and case study literature. These data were used to further specify the framework. This paper presents an example of the many construction products reviewed in this research and its possible impact on the framework.Practical implicationsThe generic commercialization model presented here could benefit innovators of construction products. The research indicates the importance of key steps in the commercialization of these kinds of products.Originality/valueSince, no model captured the specific issues of commercializing residential construction products, this paper introduces a basis for one. In creating a generic commercialization framework, this paper facilitates entrepreneurial product commercialization for the construction industry.