The entrenchment of controversial technology: a framework for monitoring and mapping strategic alignments

Chances for successful social entrenchment of innovative products can be increased by timely anticipation of problems of public acceptance and regulation. In this article a framework for analysis is presented as a first step for designing a management approach aimed at mitigation of such entrenchment problems. The message is that monitoring the selection environment, anticipating outside events and consequently being able to design hedging strategies improves the chances for successful marketing of controversial technological products. Active monitoring and mapping of the selection environment is considered a prerequisite for successfully creating the required strategic alignments and for successful niche management. The focus of the article is on the framework for monitoring and mapping these alignments which is illustrated by a case study on a genetically modified cut flower: the white chrysanthemum 'Moneymaker'.