Prospective positioning of industrial players: The case of theranostics

W. P C Boon*, Rutger O. van Merkerk

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


How are the perceptions of industrial agents affected by newly emerging technological fields? One way to investigate this is to explore the prospective roles that companies involved attribute to themselves and to others by using positioning theory as the point of departure. An appropriate example of an emerging technology to study is theranostics (dedicated diagnostics linked with therapy) given that this affects multiple, relatively unrelated, industries (old and new) simultaneously. By studying annual reports we gain insight into how industries react strategically towards emerging technological fields. We also make a contribution to positioning theory itself.

Original languageEnglish
Pages (from-to)471-489
Number of pages19
JournalTechnology Analysis and Strategic Management
Issue number4
Publication statusPublished - 17 Jul 2009


  • Emerging technologies
  • Innovations
  • Pharmacogenomics
  • Positioning theory


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