Establishing a Commercialization Model for Innovative Products in the Residential Construction Industry

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Virginia Tech

Throughout the world, innovation is viewed as a critical factor in the future health of the construction industry. There is universal interest in successful commercialization of innovative construction products. This thesis focuses on the US construction industry's ability to successfully commercialize innovative products. US small, limited-resource innovators will be key players in this success. Recent failures of entrepreneurial business ventures in the commercialization of such products would benefit from a unique model for construction industry commercialization. The general approach is through an identification of accelerators for previously commercialized products, which are incorporated into a generic commercialization model. This process consists of five stages that are presented in this work: defining commercialization and innovation through literature for the residential construction industry; reviewing literature from other-industry commercialization models; establishing a new generic model (or framework) for innovative construction products from such literature; capturing qualitative and quantitative construction data from industry experts regarding actions that facilitate commercialization; populating specific cells of the generic model deemed relevant through this industry data, resulting in the accumulation of important cells, actions, and sequences. This work uses industry cases to present challenges specific to the construction industry and its products. It is limited to five such cases and their important data for residential construction innovation commercialization success.

Commercialization, Innovation, Residential Construction, Adoption, Diffusion