MGMT_632_Jolly and Adams 2011 Slides

MGMT_632_Jolly and Adams 2011 Slides - From Lab To Business...

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Mays Business School Copyright 2008: Mr. Brett Cornwell Click to edit Master subtitle style From Lab To Business Jolly Chapter 2-5 Imagining Phase of Commercialization Incubating for Commercialization Mobilizing Endorsement Mobilizing Resources
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Mays Business School Copyright 2008: Mr. Brett Cornwell Arriving at a Techno-Market Insight Parallel activities § Technology exploration Generating new understanding § Arriving at a good model or proof of principle § Market exploration Preliminary need § Need to be explored for commercialization
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Mays Business School Copyright 2008: Mr. Brett Cornwell How to Arrive at the Dual Insight Context of the research § Idea for a future new product § Solving a customer’s problem § Reaction to competitor moves § Exploring new principles to build a general capability All paths can lead to commercially viable products
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Mays Business School Copyright 2008: Mr. Brett Cornwell Build the Research Environment for Commercially Viable Products Customer driven does not mean customers are sole source of ideas § Pursue problems deeply § Be prepared for serendipity § Alternate between push and pull Curiosity driven research in the right market context
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Mays Business School Copyright 2008: Mr. Brett Cornwell Speeding Up the Dual Insight Commercialization is a willful act § Accelerate the rate of experimentation § Working on known problems Not just short term problem solving but problem solving in depth § Greater contacts between researchers and the market
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MGMT_632_Jolly and Adams 2011 Slides - From Lab To Business...

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