Kellilynn M. Frias is an Assistant Professor at Texas Tech University. Her research agenda focuses on understanding the factors that impact a firm's decision on "where to participate in the value chain" or "what to sell". Specifically, in the context of high-technology innovations, her research investigates the three principal ways innovators can commercialize their innovations: market intellectual know-how (via licensing and/or proof-of-concept), market intermediate products (sell components/sub-systems), or market end-products (sell complete systems/solutions). She studies these fundamental strategic options – called product-form choice – and the impact of key technology, firm-level and environmental factors on this decision. Her work has been published in Organization Science. Her teaching interests include marketing strategy, business-to-business marketing, marketing of innovations and new product development, and marketing and law.