Title:
Structural Commercial Risk Matrix. “Technological Marketing Tool Series # 01”

Authors:
Fernando Zelada Briceño, Peru

Abstract:

 All technological innovation inherently carries a certain level of uncertainty or risk regarding its adoption by the market, but most of innovators are unaware of them. Commercial risks cover a wide range, from consummers / users resistance to adoption, to the competitive resistance that will be faced .

The Structural Commercial Risk Matrix (SCR) was created by Mercadeando S.A. in 1999, taking inspiration from the Ansoff Matrix, but modifying the variables of analysis. The focus shifted from a prospective or descriptive reading of the strategic options synthesized in Ansoff’s model to a forward-looking approach aimed at raising awareness and guiding decision-making regarding the inherent logic of the innovation process that any stakeholder may wish to undertake.

The 4 quadrants of the matrix (supernova, blindness at origin, blindness at destination, and complete maturity, are identified and developed, moving from analysis to practical application in a simple but consistent way, under a strategic approach that facilitates the universalization of the tool

The Structural Commercial Risk Matrix (SCR) enables the anticipation of the different risk positions that may be assumed in the Go to Market, as well as the identification of a series of transaction costs that would be automatically generated when opting for any of the four positions / quadrants.