Bringing New Technology To Market

Book Description:
Today, as companies seek more effective ways to exploit the intellectual property they create, it is becoming more important than ever before for students in business, engineering and sciences to understand the processes that result in successful new technology products in the market and the consequent issues related to the transfer and commercialization of new technology.
This book is designed to address this entire technology commercialization process-from idea to market. It enables students, managers, and entrepreneurs to understand different business models, processes, characteri-stics-whether engineering technology, biotechnology, or information systems technology-from mainstream types of businesses and learn how to successfully commercialize the intellectual property they develop.
The text is based on three major themes-value creation, speed, and entrepreneurship-that infuse all of the concepts presented to successfully navigate the techno-logy commercialization process.
Features:

• Includes cases or profiles of real entrepreneurs involved with the commercialization process.
• Updates readers with current research on the subject.
• Provides end-of-chapter ques-tions which serve to provoke stimulating discussions.
• Companion website at www.prenhall.com/allen

Contents:
Part I: The Foundations of Technology Commercialization-1. Innovation and Commercialization. 2. Recognizing and Screening Technology Opportunities. 3. Developing and Testing a Technology Business Concept. 4. High-Technology Product Development Strategies. Part II: Intellectual Property-5. The Concept of Intellectual Property. 6. Licensing Intellectual Property. 7. Intellectual Property Strategy. Part III: Financial Strategy for Technology Start-Ups-8. Building and Valuing the Business Model. 9. Funding the Technology Start-Up. 10. Funding Growth. Part IV: The Transition from R&D to Operations-11. Moving from R&D to Operations. 12. Marketing High Technology. 13. Growing the High-Tech Venture. 14. Entrepreneurial Venturing Inside a Corporation. 15. Developing a Business Plan for Sustained Innovation
About the Author:
Director, Technology Commercialization Alliance, Greif Entrepreneurship Center, Marshall School of Business, University of Southern California