| Description |
xxi, 410 pages : illustrations ; 24 cm |
| Contents |
1. From Mind to Market: The Process of Technology Commercialization -- 2. Imagining the Dual (Techno-Market) Insight to Start Commercialization -- 3. Mobilizing Interest and Endorsement -- 4. Incubating to Define Commercializability -- 5. Mobilizing Resources for Demonstration -- 6. Demonstrating Contextually in Products and Processes -- 7. Mobilizing Market Constituents -- 8. Promoting Adoption -- 9. Mobilizing Complementary Assets for Delivery and Optimizing Returns -- 10. Sustaining Commercialization and Realizing Long-Term Value -- 11. Closing the Circle: Speed, Timing, and Effectiveness -- 12. Implications for Managing Technological Innovation Within Companies |
| Summary |
Commercializing New Technologies is written for those who want to harness science and technology to create breakthrough products and new growth opportunities. In offering a complete description of the process of taking technology-based insights to the market, it answers key questions for scientific researchers, product development teams, funders of new technology, and general managers |
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This book offers a way to take the guesswork out of technology commercialization and improve the returns companies make on their research investments. Drawing on dozens of examples from leading companies around the world, including AlliedSignal, Astra, IBM, ICI, Raychem, and Sony, as well as from several start-ups, Jolly highlights both successful and unsuccessful attempts at bringing new technologies to market. He makes the case for a new approach to innovation management based on creating value at every stage by involving a cast of internal and external constituencies - the scientific community, shareholders, funding partners, suppliers, and end-users |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references (pages 379-392) and index |
| Notes |
Also available online via the World Wide Web, by subscription to Books24x7 (BusinessPro) |
| Subject |
Inventions -- Marketing.
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Technological innovations.
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| Author |
Books24x7, Inc.
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| LC no. |
96048032 |
| ISBN |
0875847609 (alk. paper) |
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