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SUPPLY CHAIN STRATEGY FOR NASCENT FIRMS IN EMERGING TECHNOLOGY MARKETS

Authors

  • Helder J. Sebastiao Ph.D.,

    1. University of San Diego
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    • Helder Sebastiao (M.B.A. San Francisco State University) is a Ph.D. candidate in the Department of Marketing at the University of Oregon, Eugene. His nearly twenty-year career includes experiences in technology marketing and entrepreneurship, strategic planning, economic development, and teaching graduate and undergraduate courses in marketing and entrepreneurship. Those experiences drive his research into better understanding the keys to the successful commercialization of products and services that create new markets and industries. Helder earned a BS in Electrical Engineering from Northeastern University.

    • Author's Note: The authors would like to thank Drs. Dan Flint and Zach Zacharia for their comments and suggestions on early versions of this paper.

  • Susan Golicic Ph.D.

    1. University of Oregon
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    • Susan Golicic (Ph.D. University of Tennessee) is an Assistant Professor in the Department of Marketing at the University of Oregon, Eugene. She received her Ph.D. in Logistics at the University of Tennessee, Knoxville. Her research focuses on managing sustainable resources (relational, organizational and informational) among firms in a supply chain. She has experience in logistics at DaimlerChrysler in addition to more than 5 years in project management and environmental engineering. She has consulted with numerous firms on supply chain management and forecasting, presented at numerous academic and practitioner conferences and has published in Journal of Business Logistics, International Journal of Physical Distribution and Logistics Management, Supply Chain Management Review, and Journal of Forecasting.

    • Author's Note: The authors would like to thank Drs. Dan Flint and Zach Zacharia for their comments and suggestions on early versions of this paper.


Abstract

The extant literature provides sound guidance for applying appropriate supply chain strategies to address conventional market structures and supply chain objectives. However, our knowledge of the unique objectives, characteristics, and elements of supply chain development by nascent technology firms in new markets they have helped create is more limited. We outline the strategy for this “emergent” phase of a firm's development of their supply chain. This strategy emphasizes establishing market legitimacy and a basic structural foundation through a core of strong collaborative relationships. The strategy also maximizes organizational flexibility and iterative market intelligence gathering through continuous experimentation with potential markets and through potential partners. The strategy is contrasted with extant supply chain strategies and implications and directions for future research are offered.

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