Technology Vision and Market Vision:
Wave Impact on Early Firm Performance in
the Case of Radical Innovation

Susan Reid
Williams School of Business
 

PROFILE

Dr. Reid has been an Assistant Professor in the Williams School of Business since 2004. She earned her bachelor’s degree in Biology at Queen’s University in 1986, her MBA in International Marketing at McGill in 1991 and her PhD in Marketing at Concordia University in 2005. Her research interests include market vision for radical innovations, new product development, networks and diffusion of technologies, nanotechnology, biotechnology and marketplace acceptance of radical innovations. Dr. Reid is a member of an FQRSC-funded team, the Groupe de recherche sur l’internationalisation de la biotechnologie, which also includes Dr. Jorge Niosi (UQAM, Canada Research Chair in Technology Management), Dr. Petr Hanel (Université de Sherbrooke), and Silvia Ponce (HEC Montréal). She is collaborating with other researchers as well, such as Dr. Ulrike de Brentani (Concordia University), Dr. Mugrank Thakor (Concordia University) and Dr. Karl Moore (McGill University).

RESEARCH ACTIVITIES

One of Dr. Reid’s research projects, funded by FQRSC, expands on work she undertook for her dissertation, exploring the concepts of technology vision and market vision.  The former, technology vision, is a mental image that organizational members have for how to develop a new technology, and the latter, market vision, is a mental image that organizational members have of a desired and important product-market interface for new technology.

The key contribution of Dr. Reid’s research project is to provide a better theoretical understanding of how the underlying dimensions of technology vision and market vision evolve over time, and their changing impact on performance over time.  This project will also investigate the nature of technology vision, what it is comprised of and how it impacts both market vision and early performance.  In addition, Dr. Reid’s research will provide tools to firms in the form of metrics for measuring their technology and market visions.

January 2008