Bringing New Technology to Market

For undergraduate/graduate courses in Entrepreneurship, Technology Commercialization, Technology Start-ups, and Management of Technology. This text presents a comprehensive look at the issues related to the commercialization of intellectual property, and contains three major themes that infuse all of the concepts presented: value creation, speed, and entrepreneurship. It enables students to understand different business models and processes from mainstream types of businesses, and teaches them how to successfully commercialize the intellectual property they develop. The book focuses on management, marketing, product development, and operations strategies that work in a high tech environment. Coverage of the entire spectrum of the commercialization process - From idea conception through prototyping and testing, intellectual property acquisition, market analysis, and product launch.  Provides students and instructors with a single source for the latest information and research in technology commercialization. Focus on multiple technologies industries - Includes examples from information systems; industrial engineering; biotechnology; and other technical industries.  Makes this book adaptable and compatible with courses in engineering, science, and business. Small real-world cases in every chapter - Profiles a real entrepreneur, inventor, or company grappling with the commercialization process, and relates to the topic of the chapter.  Prompts students to discuss the content of the chapter through a real-world environment application. Real-world examples of concepts in every chapter - Presented in a readable style that keeps the topics grounded in reality.  Allows students to easily see how theory translates into practice. A practical approach to development - Follows a logical progression from idea conception to market launch.  Enables students to learn the process through a natural progression where each new concept builds on the previous one. Coverage of feasibility analysis - A critical component of the commercialization process not often found in other texts.  Teaches students how to develop a business concept for a new technology, and test that concept in the market. Three chapters on the development, acquisition, and management of intellectual property - Another critical aspect of the technology commercialization process.  Gives students an awareness and understanding of their rights regarding the intellectual property they develop or acquire, and how to manage that IP to create wealth. Use of current and relevant research - In chapter content and chapter-end resource lists.  Encourages students to obtain additional information from books and the Internet on related text material. Chapter-end questions.  Serves as the basis for stimulating in-class discussions and assignments.