Commercialization is launching a new product to the general market. It is the final stage of product development. After the research, the prototypes, and the tests, the product goes live. The goal shifts from creating something to selling it.

Commercialization involves several decisions. Pricing: how much will you charge? Distribution: where will people buy it? Promotion: how will they hear about it? Timing: when is the right moment to launch? A product can fail at commercialization even if it is technically excellent. The classic example is the Betamax videotape, which many considered superior to VHS but lost the format war due to poor commercialization decisions. Companies must also decide whether to launch nationally or regionally, whether to sell directly or through partners, and how to support the product after launch. Commercialization is not the end. It is the beginning of the product's life in the market. Feedback from real customers will shape the next version.

Key decisions

• Pricing strategy
• Distribution channels
• Promotion and advertising
• Launch timing
• Market scope: local or national