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Printable Handouts
Navigable Slide Index
- Introduction
- Definitions
- Product development timeline
- Conflicting values and common interest
- Short history of technology transfer
- Technology transfer – a horrible business model
- Implications
- What’s needed to “sell”?
- Formula for success
- Different perceptions of technology value
- Technology and a product are not equal
- Understand your technology
- What sells?
- Value proposition
- Intellectual property
- Key market differences
- Targets (fundamental definition of a good target)
- Target’s perspective
- Formula for success - how
- Deal preferences
- Keys to success
- The punch line
- Major problems
- Thank you for listening
This material is restricted to subscribers.
Topics Covered
- Technology and technology transfer effectiveness
- Product development timeline
- Conflicting values and common interest
- Formula for success
- Different perceptions of technology value
- Value proposition
- Intellectual property
- Key market differences
- Deal preferences
Talk Citation
Buff, E. (2016, October 31). Technology commercialization primer [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/CNIK2839.Export Citation (RIS)
Publication History
Transcript
Please wait while the transcript is being prepared...
0:00
Hello, my name is Dr. Eugene Buff,
and I'm a Founder
and President of Primary Care
Innovation Consulting.
I work a lot with technologies
in innovative companies.
And today, I would like to talk about
Technology Commercialization.
0:15
As a former academician,
I always try to start
with defining what exactly
are we talking about,
and if you look around
and try to Google terms,
there are a lot
of different interpretations
of different terms.
So let's set up the stage
so that we know
what we are talking about here.
And in that sense,
I usually define technology
very, very broadly.
As you can see
those quotes from Webster
and Encyclopedia Britannica,
on one hand,
it is basically the whole totality
of the means to do
something useful for people.
On the other hand, the technology
is also application
of scientific knowledge.
So again, this is something
very, very fundamental.
So one is it does results
from the scientific
and technical research, and studies,
and then to be really technology
and not just the science paper,
it needs to be useful
and needs to be used
for human sustenance and comfort.
And the second term, which is basically
going parallel with the word
technology commercialization
is technology transfer.
And what people usually mean
by technology transfer
is of taken that technology,
that's been discovered
and developed up to a certain point
within the research institution
or university
and make it actually accessible
by the users,
by consumers to make
this discovery useful.
And there is a big issue
of how we determine
the effectiveness
of technology transfer
because there are obviously
much more things
that had been discovered in science,
the things that we see
on the shelves in the store.