Technology Commercialization Model

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Using a product development and technology commercialization model provides a "road map" to commercialize technologies and products. Using such a model helps to break the process down into a sequence of major phases, stages, and critical steps and activities that should assist with, and increase the likelihood of success.

Each phase has specific technical, marketing and business activities that must be considered as the planning moves through each step of the process. A product development and technology commercialization model also serves as a framework to develop progress measures, to identify information and technical assistance needs, to estimate development costs, and to forecast financing requirements.

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Technology Commercialization Model

Implementation Strategies

To achieve results an implementation strategy is critical, which are governed, more or less, by specific goals and environment of the firm, and the technology being developed.

See "Related Documents" on this page to download Implementation Strategies (.doc) for some different strategic implementation approaches that can be used.

Table 1 - Implementation Strategies

Imagine the success that can be achieved if a properly executed technology and product commercialization process was implemented? Many companies have yet to even scratch the surface of the high technology commercialization performance. Agreeably, successful implementation of the technology commercialization process is a significant challenge, but, if done properly, sustainable and significant results can be achieved.

Implementation ApproachesRequirements
Directive and Focused
  • Limited ability to solicit input, possibly due to mandate from senior management or due to time urgency
  • Focused on a specific area within the organization
  • Pressure to deliver immediate results
Broad Consultation
  • Does not have senior management endorsement as a 'priority' project
  • Looking to 'bottom up' approach to push acceptance up to senior management
  • Requires a non-threatening approach
  • Will need 'pain factor' for group to embrace change
Participative and Integrated
  • Seeks balance of best practices and internal input
  • Offers long term sustainability and most effective results
  • Stage-Gate™ process used and integrated across the organization
  • Requires considerable cooperation and effort across the organization
  • The most difficult strategy to implement

Related Documents

Technical Analysis Market Needs Assessment Venture Assessment Technical Feasibility Market Study Economic Feasibility Engineering Prototype Strategic Market Plan Strategic Business Plan Pre-Production Prototype Market Validation Business Start-Up Production Sales and Distribution Business Growth Production Support Market Diversification Business Maturity