Successful Technology Commercialization – Yes or No? Improving the Odds. The Quick Look Methodology and Process

• Authors: Zehner II William Bradley „Brad” , Pletcher Gary

Title variants

PL

Udana komercjalizacja technologii – tak czy nie? Zwiększanie szans. Proces i metodologia Quick Look

• Languages of publication: EN PL

Abstracts

EN

This article explores the relationships which transform new scientific knowledge into new commercial products, services, and ventures to create wealth creation. The major technology and marketing commercialization dilemmas are defined and addressed. The Quicklook methodology and related processes to quickly assess the commercial viability and potential of a scientific research project is explained. Using the Quicklook methodology and process early in the research and development process improves the success odds of commercialization.

PL

Artykuł opisuje relacje przekształcające nową wiedzę naukową w nowe produkty, usługi i przedsięwzięcia handlowe celem pobudzenia tworzenia bogactwa. Zdefiniowano i określono główne dylematy komercjalizacji technologii i marketingu. Objaśniono metodologię Quicklook i powiązane procesy umożliwiające przeprowadzenie szybkiej oceny rentowności handlowej i potencjału naukowego projektu badawczego. Wykorzystanie metodologii i procesu Quicklook na wczesnym etapie procesu badawczo-rozwojowego poprawia szanse powodzenia komercjalizacji.

Keywords

EN

commercialization; innovation; market assessment; marketing; minib; Quicklook; research; technology; wealth creation

PL

komercjalizacj; innowacja; ocena rynku; Quicklook; badania; technologia; tworzenie bogactwa; marketing

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2017
• Issue: 3(25)
• Pages: 81-102

Dates

online

2017-09

Contributors

author

Zehner II William Bradley „Brad”

• St. Edward's University, USA

author

Pletcher Gary

• St. Edward's University, USA

References

• 1. Ayres, A. (August 2016). Quotable Edison. New York: Quotable Books/Fall River Press.
• 2. Bloom, J. (2016). Eccentric Orbits: The Iridium Story. New York: Atlantic Monthly Press.
• 3. Cornwell, B. (1998). Quicklook Commercialization Assessments. RESEARCH AND DEVELOPMENT Enterprise-Asia Pacific, vol. 1, no. 1, pp. 7–9.
• 4. De Geus, A. (1996). The Living Company — Habits for Survival in a Turbulent Business Environment. Boston, Massachusetts: Harvard Business School Press, p. 2–3.
• 5. Hansen, P. (August 1995). Publically produced knowledge for business: When is it effective? Technovation, Vol. 15, 6, 387–397.
• 6. Jakobs, E., Spinuzzi, C., Digmayer, C. & Pogue, G. (2015). Co-creation by commenting: Participatory ways to write Quicklook Reports. In Proceedings of IEEE professional communication society — International Professional Communication Conference (pp. 291–297), Limerick, Ireland. Retrieved 31 January 2017, from https://repositories.lib.utexas. edu/handle/2152/31276
• 7. Jolly, V. (1997). Commercializing New Technologies — Getting from Mind to Market. Boston, Massachusetts: Harvard Business School Press, p. 19
• 8. Maltby, A., Zehner, W., & Difford, R. (2006). Quick Mark Market Assessment and Business Opportunity Validation Methodology — a major boon for innovative SMEs? An evaluation of the effectiveness of quick cut market assessment tool for small businesses. Academy of Marketing Conference, London, England, June 4 to June 2006.
• 9. Moriarty, R. & Kosnik, T. (October 14, 1987). High Tech vs. Low Tech Marketing: Where's the Beef? Harvard Business School Note 9-588-12.
• 10. Solow, R. (August 1957). Technical Change and the Aggregate Production Function. Review of Economics and Statistics — MIT Press, 39, pp. 312–320.
• 11. Stevens, G.A. & Burley, J. (May–June 1997). 3,000 Raw Ideas = 1 Commercial Success! Research Technology Management, Vol. 40 #3.
• 12. Wilson, R. & Marcus, S. (1999). American Greats. New York: Public Affairs, p. 70.
• 13. World Development Indicators. The World Bank Data Base. Retrieved 7 January 2017, from http://data.worldbank.org/indicator
• 14. Zehner, W., Williams, C., and Pletcher, G. (2016). Technology Creates 21st Century Wealth — Processes, Problems, and Prognosis. Marketing of Scientific and Research Organizations, no. 2 (20), pp. 17–38.

Notes

EN

Available in Open Access

PL

Publikacja w otwartym dostępie (Open Access)

Identifiers

DOI

10.14611/minib.25.09.2017.13

DOI

10.14611/minib.25.09.2017.05