Launching Emerging Technologies to Create New Markets: Identifying Industrial Buyers Available to Purchase

Examines potential industrial buyers of a product based on emerging technology, PACS (picture archiving and communication system), a new image management system which stores and retrieves digitized radiology images. Using multiple case sites of buyers, identifies buyer characteristics which may contribute strategic advantages to pioneer supplier firms during the early stages of commercialization and early formation of buyer‐seller relationships. Identifies four pre‐conditions of high‐potential buyers in this emerging industry and proposes additional concepts to understand and manage the formation of buyer‐seller relationships early in the commercialization of a technological innovation.