the commercialization of technology dr. michael stankosky
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The Commercialization of TechnologyDr. Michael Stankosky
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OVERVIEW• ENTREPRENEURSHIP• ENVIRONMENTAL ASSESSMENT• GLOBAL OPPORTUNITIES FOR ENTREPRENEURS• INNOVATION ECO-SYSTEM• QUESTIONS
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ENTREPRENEURSHIP
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Good work, but I think we might need just a little more detail right here.
Yet so far!
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Entrepreneurship: An Evolving Concept• “entre prendre” - meaning “to undertake”
• The Entrepreneur: Characteristics– Personal initiative– Ability to consolidate resources– Management skills– Tendency towards autonomy– Risk taker– Competitive– Goal-oriented– Aggressive– Ability to employ HR
• Definition and History– No specific definition– History dates back to the 1700s in France– Linked to free enterprise and capitalism
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The Entrepreneurial Revolution• Entrepreneurs: Challenging the unknown
– Recognize opportunities– Athletes, Top Gun Pilots, Symphony Conductors
• Entrepreneurship: A Perspective– Dynamic perspective– More than just starting a business– Attitudes
• An Entrepreneurial Economy– Predominance of small firms and new ventures– 10 years - 600,000 new businesses incorporated– 90% of the business population– Provides “net” new jobs– Key to the US success economically
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Understanding the Entrepreneurial Perspective in Individuals
“We need a person, in whose mind all of the possibilities come together, who believes innovation is possible, and who has the motivation to persist until the job is done.”
• Entrepreneurs as the cornerstone of the American enterprise system - Frank Carey of Pizza Hut– Driven by commitment
– Determined perseverance
– Work very hard
– Optimist
– Strive for integrity
– Competitive desire to excel
– Failure is tool for learning
– Confidence in themselves
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Major Themes that Characterize Entrepreneurship
• Entrepreneurial and managerial domains overlap to a high degree
• Venture financing has emerged since 1980
• Entrepreneurship within large enterprises has gained much attention
• There are key entry patterns and strategies to successful business start-ups
• Great variety of methods to start a new business
• Women and minority entrepreneurs have emerged in unprecedented numbers
• Worldwide entrepreneur growth
• Slow economic and social contributions
• Entrepreneurship education is in high demand
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ENVIRONMENTAL ASSESSMENT
Market Assessment/ Evaluation of Entrepreneurial Opportunities
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Commercialization and Marketing Strategy • A Framework for
Marketing Management
– Corporate Missions and Objectives
– Assessment of Market Opportunities
– Market Segments Targeted
– Marketing Objectives
– Strategy Development
– Marketing Mix Formulated
– Marketing Program Established
– Tracking System
– Evaluation and Control
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Environmental Assessment: Preparation for a New Venture
“Coping with the constantly changing environment
is probably the most important determinant of a company’s
success or failure in a free enterprise system.”
Alan J. Rowe
• Environmental Scanning– Efforts of the entrepreneur for examining the external and internal environments before
making a decision
– External Environment - opportunities and threats outside the organization
– Internal Environment - structure, culture, resources
– Task Environment
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Macro View Assessing the Economic Environment
– Questions to answer to avoid pitfalls • Examples?
– Attitudes and skills needed for a proper assessment • Examples?
– Understanding the regulatory environment• A business must comply with governmental rules and regulations
• Government effect on small business
– Tends in policy formation• i.e., Small Business Regulatory Enforcement Fairness Act
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Marketing Research for New Ventures• Marketing Research
– What is it?
• Specific Objectives of Marketing Research– Six objectives
• Secondary Data– Information already compiled - Inexpensive - Sources?
• Primary Data– New information accumulated through observation and questioning– Surveys - Day to day data accumulation– Interpreting and Reporting the Information– Summaries, tables, charts– EIS? - KM system?
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Marketing Stages for Growing Ventures
• Entrepreneurial Marketing– Obtaining niche and credibility
• Opportunistic marketing– Market penetration
• Responsive Marketing– Develop the product market and create customer satisfaction
• Diversification Marketing– New business development and managing the product life cycle
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Marketing Planning• Marketing Research
– Process of determining who the clients are, what they need or want, how they buy
• Sales Research
• Marketing Information System– Compiles and organizes data relating to cost, revenue, and profit from the customer base– Effects strategies and decisions
• Sales Forecasting– Process of projecting future sales through historical data and statistical analysis
• Marketing Plans– Five Areas
• Evaluation
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Assessment and Evaluation of Entrepreneurial Opportunities
Pitfalls in Selecting New Ventures
– Lack of objective evaluation
– No real insight into the market
– Inadequate understanding of technical requirements
– Poor financial understanding
– Lack of venture uniqueness
– Ignorance of legal issues
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GLOBAL MARKETS
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Global Marketing Objectives
• Exploiting market potential and growth
• Gaining scale and scope returns at home
• Learning from a leading market
• Pressuring competitors
• Diversifying markets
• Learning how to do business abroad
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Driving Forces Affecting Global Marketing
Driving
– Common Customer Needs (Market Needs and Wants)
– Technology
– Regional Economic Agreements
– Transportation and Communication Improvements
– Product Development Costs
– Quality
– World Economic Trends
– Transferable Marketing (Leverage)
– Global Channels
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Restraining Forces Affecting Global Marketing
Restraining
– Industry Factors
– Internal Resources
– Different Mixes
– Global Turmoil
– Management Myopia and Organizational Culture
– National Controls and Barriers
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Global Opportunities for Entrepreneurs
• The International Environment• Entering the International Marketplace
– Conduct research
– Prepare a feasibility study
– Secure adequate financing
– File proper documents
– Draw up and implement the plan
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International Market-Entry Options
• Exporting• Contracting
– Licensing– Franchising– Contract manufacturing– Management contracts
• Strategic alliances• Joint ventures
– Advantages Provide path of entry into many foreign markets May open new market opportunities May provide relationship establishment with foreign authority figures
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Import Barriers• Defined:
– Any obstacle making it difficult for a firm to enter a product market
• Classification of Barriers– Tariff Barriers
– Non tariff Barriers slow customs bureaucratic inertia in processing import licenses Government regulations Manufacturing access (suppliers, distribution channels) Natural barriers
– Brand loyalty, promotional factors Advanced versus Developing Nations Exit Barriers
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The Exporting Option• Exporting option often is the most attractive mode of entry to the global marketing
newcomer• Indirect Exporting
– Hire a specialist to handle all of your export requirements– Export Management Company (EMC)
• Direct Exporting– Direct influence of the foreign marketing opportunity– Learn how to operate abroad– Develops a strategic involvement with the foreign market– Avoid extra “agent” fees
• Direct Exporting Functions– Review and Discuss the Functions listed in Exhibit 5.2 on page 136
• Export Expansion Strategy– Waterfall Strategy - an orderly expansion of exporting– Sprinkler Strategy - quick penetration, preemptive first mover strategy
Higher Risk - major commitments without the research and understanding of the market
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INNOVATION ECO-SYSTEM
Management & Commercialization
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The Management of Technology Innovation
• Why do we innovate?????
• Patterns of strategic behavior
– Induced strategic behavior From the corporate perspective Major investment
– Autonomous strategic behavior• Conceptually equivalent to entrepreneurial activity and introduces new categories of opportunity into
the firm’s planning process• Product championing and the informal network• Product champion
– Organization member who creates, defines, or adopts an idea for an innovation and is willing to assume significant risk to make possible the successful implementation of the innovation
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The Management of InnovationIgniting entrepreneurial spirit
– Market for ideas Pursuing fresh ideas (resource attraction) that will create new business opportunities
– Bringing in new voices into the opportunity seeking process, radically changing the believe that strategy is solely for senior managers
• Cross-functional barriers– Turf – areas of expertise
– Interpretive – management opinions of tech project
– Communication – interdepartmental
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Managing Technology• Classifying development projects
• Derivative projects– Centers on incremental enhancements
• Platform projects– Design the design and components shared by a set of products
• Breakthrough projects– New core products, processes and services
• Research and development– Creation of knowledge that leads to new developments
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New Product Development Process
• New product strategy– Clearly defined strategy – particular product, market, and technology domains
• Anticipating competitive reactions
• Sources of Innovation (new product ideas)
• Lead users– Small numbers of highly influential buying organizations who are consistent early adopters
of new technologies
– Designed to unearth new product ideas and to identify a revolutionary approach to infection control
– Staying ahead of customers
– Proactively leading customers
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Evolutionary Forces Shaping Technology Strategy
• How a firm’s technology strategy changes over time
• Technology Evolution– S-curve trajectories
• Industry Context– structure, regime, assets to commercialize, emergence of designs, adoption of
technologies, industry standards, social aspects, competitive effects
• Organizational Context– Ability to exploit opportunities
– Spontaneous and flexible response
– Ability to prioritize and balance challenges
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Taking Technology (Innovation) to Market• Corporate management of technology requires
– Careful planning of the relationships between Technologies (competencies) Markets Development Activities
• Levels of R&D depend on Available resources Competitive pressures Market requirements Process technologies - efficient product development
• Maximize R&D ROI– Fullest market exploitation of the technology
• Technology - From idea stage to direct sells
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The Technology Life Cycle (TLC)• A firm needs to understand the
TLC to get the most ROI on its technology
• Stage 1: Technology Development– 3 reasons for development
Obvious application Sufficient financial resources Projected ROI
– Other considerations Partnership? Sell the technology? Staff sophisticated enough to market the
technology
Tec hnologyEnthus ias t
V is ionar ies Pragmatis ts Cons erv ativ es Skep tic s End o f L if e
The Tec hnology L if e Cy c le
The Chasm TheMa instream
Marke tThe Early
Marke t
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The Technology Life Cycle (TLC)• Stage 2: Technology Application
– Decision to continue to develop or sell the technology
– Cost and risk assessment
– Consider the potential returns from the technology as a whole - not just immediate sells
• Stage 3: Application Launch - “Performance Maximizing”– Problems with licensing
application of technology may not be refined sufficiently delayed due to long lead times ownership problems - “not developed here” problems associated with buyer and “changes” required
– Delay of launch may be an alternative
– Skim the market to recover costs
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The Technology Life Cycle (TLC)• Stage 4: Application Growth - “Sales Maximization”
– Market penetration considerations market size technology leadership Standardization
• Stage 5: Technology Maturity - “Cost Reduction Phase”– Now in full competitive stage
– Production has leveled off for the originator
– Transfer to third world countries - turnkey deals
• Stage 6: Degraded Technology– Reached a point of saturation and virtually universal exploitation
– License has expired
– Low commercial value
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Some Final Thoughts on Managing Technology Innovation and Commercialization Strategy
• Market-Goal Orientation – Keep it real!– Innovative companies consciously anchor their visions to the practical realities of the
marketplace
• Know that you are Managing Chaos!– Innovation is a process that is rarely planned and controlled
– Not analytical - intuitive, tumultuous process
– Innovation is probabilistic
• Possible Solution?– Form small, flexible teams to enhance motivation, interactivity, and accelerate progress
– Use “determined champions”
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SUMMARY POINTS
• DO YOU HAVE WHAT IT TAKES??
• WHAT DO YOU HAVE TO OFFER THAT IS OF VALUE??
• HAVE YOU DONE YOUR RESEARCH??
• DO YOU HAVE A COMPLETE BUSINESS PLAN??
• HAVE YOU GARNERED TEAM AND FINANCIAL SUPPORT??
• ARE YOU A LUCKY PERSON??
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??Q U E S T I O N S
Michael Stankosky, DScGeorge Washington University
(202) [email protected]
www.gwu.edu/~iki
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