ABSTRACT
It is not only large established rms that have to convince potential customers of the value their products deliver; young start-ups do, as well. The commercialization of a product is a complex process, especially when it comes to new technology (Gans and Stern 2003). Customers need to be convinced to leave behind old and familiar technology and trust a start-up to deliver higher value with their novel product. We researched how, in this setting, value quantication can contribute to successful commercialization.
