Download The Foundations of Technology Innovation

Innovation and Commercialization
Chapter 1
Defining Innovation
 Technology push v. market-pull
 Evolutionary v. revolutionary
 Sustaining v. disruptive
Technology push v. Market-pull
 Push: to advance the state of technology
 Pull: designing products to meet a market
need.
Evolutionary v. Revolutionary
 Evolutionary: derives from previous
innovation
 Revolutionary: no preceding technology
Sustaining v. Disruptive
 Sustaining: improve on existing technologies,
most often in performance
 Disruptive: paradigm shifters – radically
change the way we do things
Why Companies Have Failed
with Disruptive Technologies
(from the research of Clayton Christiansen, Harvard)
 They listened to their customers
 Focused on quality
 Studied market trends
 Spent money on innovation
Good management was the
most powerful reason they
failed to stay on top
Clayton Christiansen, Harvard, 1997
The Factors that Lead to Failure
 The issue of sustaining v. disruptive
technologies
 Technology outpaces market demand
 Investing in disruptive tech is not a rational
decision
Fighting Back
 Resource dependence

Create independent research arm
 Small markets for disruptive tech

Give commercialization responsibility to a small
firm in the market
 Can’t analyze markets that don’t exist

Learn what needs to be known
 Technology Supply may not equal market
demand

Technology S-Curves
Technology Commercialization
Invention & Innovation
Opportunity Recognition
Connection
Discovery
Invention
Application
Idea + Customer Need =
Business Concept
Protecting Intellectual
Property Assets
Patents
Trademarks
Copyrights
Trade Secrets
Critical
Decision
Point
Patent?
Developing
The
Business
Business Plan
Launching the Business
Second Critical
Decision Point
Build, License, or
Sell?
Business
Development
Feasibility Analysis
Product Development
Prototyping
Technology Feasibility
Alpha Testing
What Will You Take-Away?
 Put students’ comments here