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- Title
Project, product or company.
- Authors
Boni, Arthur A.
- Abstract
This article addresses the issue that there are multiple options or paths to the market to be considered when developing the commercialization strategy to be employed for translation of a technology or invention into an innovation. We present a very simple screening methodology that may be applied to facilitate a quick but structured methodology for the entrepreneur to understand which option or options may be most viable to create, deliver and capture value. We use the concept of "project, product or company" as metaphors to categorize three commercialization pathways. Projects are best pursued with commercial partners via licensing arrangements. Products may be pursued using a research and development company business model. Company is intended to signify creation and growth of a lasting or durable organization intended to develop and bring multiple disruptive or sustaining innovations to market. Which path to the marketplace is appropriate, or even possible will depend on a number of factors that include understanding the magnitude of the value that is being created in the market, and the competitive landscape existing or likely to exist in that market. It is also necessary to determine whether the value captured by the business model that may be constructed is sufficient to balance the commercialization risks, while meeting the goals and objectives of the founders, investors and partners.
- Publication
Journal of Commercial Biotechnology, 2012, Vol 18, Issue 2, p13
- ISSN
1462-8732
- Publication type
Academic Journal
- DOI
10.5912/jcb508