Supply Chain Strategy in Nascent Markets: The Role of Supply Chain Development in the Commercialization Process

Research on supply chain strategy has emphasized the importance of ensuring the supply chain for a product is appropriately aligned with the characteristics of that product and the market for which it is intended. The current study synthesizes theory from supply chain management, entrepreneurship, and marketing, and examines the results from a case study of multiple supply chains that were formed to launch products based on disruptive innovations to propose new theoretical perspectives on the development of supply chain strategy in this unique market context. The results suggest that legitimacy and value proposition definition and refinement are the initial primary drivers of supply chain strategy and the specific means by which the initial supply chain is formed and structured to achieve successful commercialization. These findings advance theory in both supply chain management and entrepreneurship as well as provide insight to firms seeking to commercialize potentially disruptive innovations.