MGMT_632_Jolly and Elevator Pitches

MGMT_632_Jolly and Elevator Pitches - The Jolly Model of...

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Mays Business School Copyright 2011: Mr. Brett Cornwell Click to edit Master subtitle style 1 The Jolly Model of Commercialization
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Mays Business School Copyright 2011: Mr. Brett Cornwell Vijay Jolly’s Model of Technology Commercialization Source: Jolly, Vijay. 1997. From Mind to Market . 3. Incubate define Commercial iz-ability 7. Promote adoption 9. Sustain commercializa tion 2. Mobiliz e Interest and endorse- ment 5. Demonstrat e contextually in products and processes 4. Mobiliz e resource for Demo 6. Mobilize market consti- tuents 8. Mobilize compliment ary assets for delivery 1. Imagine the dual (techno- market) insight Sub-Processes: Building the Value of a New Technology Tech Assessment Venture Analysis Business Plan Bridges: Mobilizing the Stakeholders Going Global – Parallels each stage/process in the model
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Mays Business School Copyright 2011: Mr. Brett Cornwell Imagining § Competition for ideas § Very high attrition rates § Very subjective idea judgement § Technical merit or market factors decision factors § Least investment in resources
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Mays Business School Copyright 2011: Mr. Brett Cornwell Incubating § Market for the technology is defined § Additional stakeholders are brought into the process, both internal and external § Market opportunities are estimated over time § Estimate development of other technologies § Champions and agents can be important § Greater investments in the technology begin
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Mays Business School Copyright 2011: Mr. Brett Cornwell Demonstrating § Develop the product to a commercially feasible stage § Complimentary technologies may be important § It may be necessary to expand the scope of the technology beyond what was initially foreseen § Develop with the end commercial markets in mind
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Mays Business School Copyright 2011: Mr. Brett Cornwell 6 Promoting § Persuade people to adopt the technology § Ideas that fail in this stage and beyond can result in large sunk costs § Recognize barriers to promotion go beyond the particular technology § Infrastructure can be a barrier § Market acceptance is never assured
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Mays Business School Copyright 2011: Mr. Brett Cornwell Sustaining § Sustaining commercialization is a planned activity § Sustaining requires constant improvement in price and performance § Pay attention to competitors § The key to realizing value from a technology is sustained market presence
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Mays Business School Copyright 2011: Mr. Brett Cornwell Bridging the Subprocess § Mobilize interest of stakeholders
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MGMT_632_Jolly and Elevator Pitches - The Jolly Model of...

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