Societal embedding and product creation management

Societal embedding of new products – that is, their integration in relevant industries and markets, their admissibility with regard to regulation and standards, and their acceptance by the public – is a challenge. A management approach is developed based on our case studies in the biotechnology sector and on recent innovation literature. Tools are presented to map internal and external alignments. Learning processes, in interaction with societal actors, overcome the dilemmas or at least make them manageable.