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MB6025-MB7226 TECHNOLOGY COMMERCIALIZATION. Stages and Models of Technology Commercialization. OVERVIEW. Konsep Penting. Technology: s tock of relevant knowledge that allows new techniques to be derived = proper set of knowledge Technology classification: product, process and management - PowerPoint PPT Presentation
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Stages and Models of Technology Commercialization
MB6025-MB7226TECHNOLOGY COMMERCIALIZATION
OVERVIEW
Konsep Penting• Technology: stock of relevant
knowledge that allows new techniques to be derived = proper set of knowledge
• Technology classification: product, process and management
• Technology commercialization: moving technology to a profitable position
STAGES OF TECHNOLOGY COMMERCIALIZATION
Fase Komersialisasi Teknologi (1)
Scientific research
Product development
Consumption
Fase 1 Fase 2
Fase Komersialisasi Teknologi (2)
1. Fase imagining2. Fase incubating 3. Fase demonstrating 4. Fase promoting 5. Fase sustaining
Fase Komersialisasi Teknologi (3)
Concept Phase
Technical Market Business
Stage 1. Investigation
Technical Analysis-Step 1.(New, unique& technically feasible) Define concept Confirm critical assumptions Survey state of the art ID critical barriers Evaluate applicability Determine technology Patent,copyright,patent
search,license agreement
Market Needs Assessment-Step 2. (Product meets clear market demand) Conduct market overview ID pricing structure ID market barriers ID risks ID distribution channels ID trends and competitors Background research
materials
Venture Assessment-Step 3.(Profitable product or venture opportunity) Estimate profit potential Conduct self, enterprise,
commercialization assessments
ID professional needs ID capital needs Preliminary cost and
revenue estimate
Sumber: Goldsmith (2003)
Development Phase
Technical Market Business
Stage 2. Feasibility
Technically feasibility-Step 4. (Total cost associated to produce) Develop working model Test technical features Assess preliminary
productibility Conduct manufacturing
assessment Assess
safety&environmental features
Finalize design Product working model
Market Study-Step 5.(target customers, market, pricing) ID and quantity Market size Customers Volume Prices Distribution Competitors Primary market research
Economic Feasibility-Step 6.(Returns justify investment) Formulate financial
assumptions Developpro forms ID seed capital Form advisory team Financial model represents
business oppotunity
Stage 3.Development
Engineering Prototype-Step 7(Prototype that exactly represents product) Develop prototype ID materials dan processes Conduct tests Develop manufacturing
methods Materials/functionality
prototype of end product
Strategic Market plan –Step 8.(detailed profile of target market) ID marketing team Define target market Select market channel Field test Final based on input -
suppliers,market & customers
Strategic business plan-Step 9. (final financial needs&seed capital) Decide venture or license Finalize intellectual property ID management team Select organization
structure Write business plan The business plan
Stage 4.Pengenalan
Pre-production prototype-Step 10. (Ltd.production, performance&realiability) Develop production
prototype Determine production
process Select manufacturing
equipment Design field support system Demo product features A limited production
Validasi pasar-Step 11.(make sales) Establish market
relationship Conduct limited sales Analyze sales Survey customers Refine marketing plan Sales
Business start up-Step 12.(operational management team) Establish business function Hire staff Execute contracts Secure first-stage financing An
Commercial Phase
Technical Market Business
Stage 5.Growth
Production-Step 13.(Process dependable, raliable&optimized) Prepare commercial
design Establish quality
control Construct facilities Conduct full
production Finalize internal
distribution system
Production
Sales and distribution_step 14.(Market share growth) Expand distribution Analyze competitor
respons Assess customer
satisfaction Assess distributor
satisfaction Refine product features Growing sales
Business Growth-Step 15. ( monitor objectives to business plan) Monitor enterprise
position Hire and train personnel Execute contracts Arrange financing Institute vision, mission
and management policies
Increasing revenues
Stage 6.Maturity
Production Support-Step 16.(Support of product) Maximize production Establish after-market
support, repairs and spares
Warranty service Implement training
program Maximum production
Market Diversification-Step 17. (Identity next generation products) Develop market retention Establish market scan ID new markets ID new products New products
Business maturity-Step 18 (generating ROI) Establish SWOT
process Invest profits Monitor product life
cycle Monitor business trends Monitor management
technologies Implement innovations Profits
Fase Komersialisasi Teknologi (4)
Technology Readiness Level Description
1. Basic principles observed and reported
Lowest level of technology readiness. Scientific research begins to be translated into applied research and development. Example might include paper studies of a technology's basic properties.
2. Technology concept and/or application formulated
Invention begins. Once basic principles are observed, practical applications can be invented. The application is speculative and there is no proof or detailed analysis to support the assumption. Examples are still limited to paper studies.
3. Analytical and experimental critical function and/or characteristic proof of concept
Active research and development is initiated. This includes analytical studies and laboratory studies to physically validate analytical predictions of separate elements of the technology. Examples include components that are not yet integrated or representative.
4. Component and/or breadboard validation in laboratory environment
Basic technological components are integrated to establish that the pieces will work together. This is relatively "low fidelity" compared to the eventual system. Examples include integration of 'ad hoc' hardware in a laboratory.
5. Component and/or breadboard validation in relevant environment
Fidelity of breadboard technology increases significantly. The basic technological components are integrated with reasonably realistic supporting elements so that the technology can be tested in a simulated environment. Examples include 'high fidelity' laboratory integration of components.
Technology Readiness Level
Description
6. System/subsystem model or prototype demonstration in a relevant environment
Representative model or prototype system, which is well beyond the breadboard tested for TRL 5, is tested in a relevant environment. Represents a major step up in a technology's demonstrated readiness. Examples include testing a prototype in a high fidelity laboratory environment or in simulated operational environment.
7. System prototype demonstration in an operational environment
Prototype near or at planned operational system. Represents a major step up from TRL 6, requiring the demonstration of an actual system prototype in an operational environment, such as in an aircraft, vehicle or space. Examples include testing the prototype in a test bed aircraft.
8. Actual system completed and 'flight qualified' through test and demonstration
Technology has been proven to work in its final form and under expected conditions. In almost all cases, this TRL represents the end of true system development. Examples include developmental test and evaluation of the system in its intended weapon system to determine if it meets design specifications.
9. Actual system 'flight proven' through successful mission operations
Actual application of the technology in its final form and under mission conditions, such as those encountered in operational test and evaluation. In almost all cases, this is the end of the last "bug fixing" aspects of true system development. Examples include using the system under operational mission conditions.
MODELS OF TECHNOLOGY COMMERCIALIZATION
Source: Lashley (2004)
Source: Lashley (2004)
Source: Sharif and Baark (2008)
Case: IIE Mexico
Overview of IIE
Source: Aldape (2009)
• Established in 1975 in Mexico• Mission: to promote and support
applied research and technological development with high added value to increase the competitiveness of electrical industry and other industries having the same needs
Technology Commercialization Model of IIE
Source: Aldape (2009)
Basic Model of IIE Technology Commercialization
Source: Aldape (2009)
Combined with Technology Management Framework
Source: Aldape (2009)