Identifying and Building the Marketability Construct of Nanotechnology Commercialization Ecosystem: a Mixed-Method Approach

The present study seeks to identify the dimensions of marketability and design its measurement framework as an important construct in assessing the success of the commercialization ecosystem. Given the lack of a theoretical framework related to marketability in general and the commercialization ecosystem of emerging technologies in a developing country in particular, the definition of an appropriate construct for assessing marketability is pivotal. For this purpose, firstly, it is necessary to identify and build the dimensions of the construct and then validate it according to the actual data. To identify the dimensions of the marketability construct, a thematic analysis method, which is a qualitative method, was used and 14 interviews with the main actors of two commercialization projects were analyzed. The construct assessed and validated using the partial least square assessment model section regarding the survey data obtained from 51 commercialization projects. The research findings showed that the three dimensions of marketability construct including market/industry structure, market size, and market readiness. The quantitative part also showed that the indicators of each dimension have been validated and reliable.