1. Innovation and Commercialization
Chapter 1

2. Defining Innovation Technology push v. market-pull
Evolutionary v. revolutionary
Sustaining v. disruptive

3. Technology push v. Market-pull
Push: to advance the state of technology
Pull: designing products to meet a market need.

4. Evolutionary v. Revolutionary
Evolutionary: derives from previous innovation
Revolutionary: no preceding technology

5. Sustaining v. Disruptive
Sustaining: improve on existing technologies, most often in performance
Disruptive: paradigm shifters – radically change the way we do things

6. Why Companies Have Failed with Disruptive Technologies (from the research of Clayton Christiansen, Harvard)
They listened to their customers
Focused on quality
Studied market trends
Spent money on innovation

7. Clayton Christiansen, Harvard, 1997
Good management was the most powerful reason they failed to stay on top
Clayton Christiansen, Harvard, 1997

8. The Factors that Lead to Failure
The issue of sustaining v. disruptive technologies
Technology outpaces market demand
Investing in disruptive tech is not a rational decision

9. Fighting Back Resource dependence Small markets for disruptive tech
Create independent research arm
Small markets for disruptive tech
Give commercialization responsibility to a small firm in the market
Can’t analyze markets that don’t exist
Learn what needs to be known
Technology Supply may not equal market demand
Technology S-Curves

10. Technology Commercialization
Invention & Innovation
Connection
Discovery
Invention
Application
Opportunity Recognition
Idea + Customer Need =
Business Concept
Product Development
Prototyping
Technology Feasibility
Alpha Testing
Protecting Intellectual Property Assets
Patents
Trademarks
Copyrights
Trade Secrets
Critical Decision Point
Patent?
Second Critical
Decision Point
Build, License, or Sell?
Launching the Business
Business Development
Feasibility Analysis
Developing
The
Business
Business Plan

11. What Will You Take-Away?
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