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Bringing New Technology to Market
Kathleen R. Allen, University of Southern California

ISBN-10: 0130933732
ISBN-13: 9780130933737

Publisher: Prentice Hall
Copyright: 2003
Format: Cloth; 367 pp
Published: 07/08/2002

Suggested retail price: $133.33
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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, and teaches them how to successfully recognize opportunity and 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 and 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.

  • 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.

I. THE FOUNDATIONS OF TECHNOLOGY COMMERCIALIZATION.

 1. Innovation and Commercialization.

 2. Recognizing and Screening Technology Opportunities.

 3. Developing and Testing a Technology Business Concept.

 4. High-Technology Product Development Strategies.

II. INTELLECTUAL PROPERTY.

 5. The Concept of Intellectual Property.

 6. Licensing Intellectual Property.

 7. Intellectual Property Strategy.

III. FINANCIAL STRATEGY FOR TECHNOLOGY START-UPS.

 8. Building and Valuing the Business Model.

 9. Funding the Technology Start-Up.

10. Funding Growth.

IV. THE TRANSITION FROM R&D TO OPERATIONS.

11. Moving from R&D to Operations.

12. Marketing High Technology.

13. Growing the High-Tech Venture.

14. Entrepreneurial Venturing Inside a Corporation.

15. Developing a Business Plan for Sustained Innovation.

Kathleen Allen is the author of several texts including Launching New Ventures, Third Edition, and Entrepreneurship and Small Business Management, Second Edition, as well as a variety of trade books in the field of entrepreneurship. A professor in the Greif Entrepreneurship Center of the Marshall School of Business at the University of Southern California (USC), Allen has helped hundreds of entrepreneurs realize their dreams of starting new ventures. At USC, she is director of the Technology Commercialization Alliance, a collaboration of the schools of business, engineering, and medicine to commercialize USC technologies. She also leads a National Science Foundation project with several university, public, and private partners.

Bringing New Technology to Market presents a comprehensive look at the issues related to the transfer and commercialization of new technology. High-tech businesses with patentable technology, whether engineering technology, biotechnology, or information systems technology, display different business models, processes, and characteristics from mainstream businesses. Therefore, CEOs, CTOs, managers, entrepreneurs, faculty, and students need to understand this phenomenon and learn how to successfully commercialize the intellectual property they develop.

Bringing New Technology to Market is the first text that addresses the entire technology commercialization process from idea to market.

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Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students contact your Pearson Higher Education representative.


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