Product commercialization is a critical stage of the innovation process. Whereas previous innovation launch research has mainly targeted strategic and tactical questions such as "what, where, when and why", the "who" of successful commercialization of innovations has not received adequate attention.The study shows that various commercialization barriers are tied to specific internal and external stakeholder groups and analyzes whether direct and indirect interaction with them can overcome these impediments in the consumer goods industry and positively influence innovation performance.