This article investigates legitimization processes and organizations' strategies for developing and diffusing new technologies. Drawing on cases in agricultural transgenic technology and genomics in forestry, the authors provide a framework to help managers develop strategies for more efficient technology development and diffusion. Strategies that fail to consider legitimization processes, especially in controversial social environments and/or varying institutional settings, could result in costly delays or promising technology left sitting on the shelf. Technology developers need to identify key technological, commercial, organizational, and societal uncertainties during the early phases of the technology's development, allowing them to shape the technology for more efficient diffusion.
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