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An investigation of the marketing approaches for biomedical science small- and medium-sized enterprises (SMEs) and organisations in the United Kingdom (UK) was carried out; the research question is as follows: Should the marketing approaches for biomedical science SMEs change as their product or service moves along the development life cycle?

An online questionnaire was used, which petitioned biomedical science SMEs and organisations in the UK to investigate the marketing tactics or approaches used for the different products and services they offered; the results were analysed by comparing the results to recognised marketing approaches in the literature and by mapping those approaches against the established technology readiness levels (TRLs).

A direct relationship was seen between the status of a product or service in relation to its development life cycle, and therefore the relevant TRL of the product and service, and the appropriate marketing approach for that product or service.

This paper offers a contribution to the literature, in which a theoretical framework is proposed for determining the appropriate marketing approach for biomedical science SMEs by understanding the maturity of the products offered by a company using the established TRL. The theoretical framework maps the TRL against known marketing approaches; this framework should be used as a guide for biomedical science SMEs as a tool to refine and evolve their overall marketing approach as the product portfolio matures along the TRL.

The paper contributes to the discussion on valuation in organization studies and strategic management literature. The nascent literature on valuation practices has examined established markets where producers and consumers are known and rivalry in the market is a given. Furthermore, previous research has operated with a narrow meaning of value as either a financial profit or a subjective consumer preference. Such a narrow view on value is problematic and insufficient for studying the interlacing of innovation and value creation in emerging technoscientific business domains.

The authors present an empirical study about value creation in an emerging technoscience business domain formed around personalized medicine and digital health data.

The results of this analysis show that in a technoscientific domain, valuation of innovations is multiple and malleable, entails pursuing attractiveness in collaboration and partnerships and is performative, and due to emphatic future orientation, values are indefinite and promissory.

As research implications, this study shows that valuation practices in an emerging technoscience business domain focus on defining the potential economic value in the future and attracting partners as probable future beneficiaries. Commercial value upon innovation in an embryonic business milieu is created and situated in valuation practices that constitute the prospective market, the prevalent economic discourse, and rationale. This is in contrast to an established market, where valuation practices are determined at the intersection of customer preferences and competitive arenas where suppliers, producers, service providers and new entrants to the market present value propositions.

The study findings extend discussion on valuation from established business domains to emerging technoscience business domains which are in a “pre-competition” phase where suppliers, customers, producers and their collaborative and competitive relations are not yet established.

As managerial implications, this study provides insights into health innovation stakeholders, including stakeholders in the public, private and academic sectors, about the ecosystem dynamics in a technoscientific innovation. Such insight is useful in strategic decision-making about ecosystem strategy and ecosystem business model for value proposition, value creation and value capture in an emerging innovation domain characterized by collaborative and competitive relations among stakeholders. To business managers, the findings of this study about valuation practices are useful in strategic decision-making about ecosystem strategy and ecosystem business model for value proposition, value creation and value capture in an emerging innovation domain characterized by collaborative and competitive relations among stakeholders. To policy makers, this study provides an in-depth analysis of an overall business ecosystem in an emerging technoscience business that can be propelled to increase the financial investments in the field. As a policy implication, this study provides insights into the various dimensions of valuation in technoscience business to policy makers, who make governance decisions to guide and control the development of medical innovation using digital health data.

This study's results expand previous theorizing on valuation by showing that in technoscientific innovation all types of value created – scientific, clinical, social or economic – are predominantly promissory. This study complements the nascent theorizing on value creation and valuation practices of technoscientific innovation.

This chapter provides a reflective synopsis of six cases focused on making healthcare sustainable. The nature and value of an ecosystem perspective is explored. The intent is to apply and generate organizational knowledge to understand and guide purposeful design and learning.

From five countries where healthcare is organized differently, these cases illuminate particular approaches to develop the capabilities for healthcare to deliver greater value to society. Each case is examined through the lens of an appropriate theoretical perspective. This chapter reports the themes that were common in the six case studies.

New approaches are changing the connections in the healthcare ecosystem, including the flows of: medical knowledge, clinical information, and resources. Common themes include: the importance of networks in the emerging healthcare ecosystem; the role of governance mechanisms and leadership to align the diverse ecosystem components; the engagement of dominant ecosystem actors; the need for adaptive change capabilities, and for multi-stakeholder research collaborations to generate actionable knowledge.

Taking an ecosystem perspective enables healthcare leaders to broaden their conceptualization of the changes that will be required to be sustainable in a changing society.

Almost every man, woman and child is affected by the healthcare system. Increasing the sustainability of healthcare is integral to increasing societal sustainability overall.

Viewing the ecosystem as the appropriate focus of purposeful change departs from a traditional approach that focuses on the effectiveness of each element.

Organizations are facing several challenges in the current challenging business environment. The current study explores how counterproductive work behavior (CWB) affects bio-medical companies' firm performance in Pakistan. The study considers the mediating role of organizational culture and its impact on CWB and a firm's performance.

Data were collected through a self-administered questionnaire. For data collection, 300 questionnaires were distributed among employees working in biomedical companies. Statistical analysis such as descriptive statistics, Pearson moment correlation and structural equation modeling (SEM) techniques was used to analyze the study variable's relationship and its effect on the firm's performance.

The study results revealed that CWB and organizational culture significantly influence firm performance directly and indirectly. Moreover, organizational culture partially mediates the relationship between CWB and companies' performance.

The current study plays a significant role in the firm's policy directions. There are limited research and information accessible to biomedical firms in Pakistan. Counterproductive job habits wind up becoming something that significantly affects the firm performance. This research adds to human resource management, corporate management and the business strategy literature.

We examine the origins, acceptance, and spread of academic entrepreneurship in the biomedical field at Stanford, a university that championed efforts at translating basic science into commercial application. With multiple data sources from 1970 to 2000, we analyze how entrepreneurship became institutionalized, stressing the distinction between factors that promoted such activity and those that sustained it. We address individual attributes, work contexts, and research networks, discerning the multiple influences that supported the commercialization of basic research and contributed to a new academic identity. We demonstrate how entrepreneurship expands from an uncommon undertaking to a venerated practice.

An emerging market in human milk exists for both nutritional and biomedical research purposes. This commercialisation of human milk, however, raises issues about the exploitation and violence against women.

This paper explores the framing of the issues as one of human rights, and whether the shifting of gender issues away from gender-specific spaces in legal and ethical debates, makes their ethical consideration and the tangible consequences from these considerations, into a potential further sources of exploitation and other forms of violence against women.

The authors find the commoditisation of human milk as a nutritional product deprives women from the centrality of their roles and, therefore, from the upholding of women rights and the adequate prevention of violence against women. They identify an emerging space where trafficking in women and girls can occur for their milk as part of a broader set of practices of reproductive exploitation. They also identify that existing legal, ethical and research discussions often frame labour or organ trafficking as the appropriate framework but find this inadequate to address the inherently gendered aspect of reproductive exploitation. The current response makes trafficking in women for their milk a potential practice while concealing the structural inequalities that underpin women’s experiences as the buyers and sellers of human milk.

The regulation of human milk sale should therefore move from a public health paradigm focused on safety to one of health and women’s rights, whereas human trafficking laws around the world should explicitly address reproductive exploitation.

Emerging forms of exploitation, such as human milk sale remain underdiscussed alongside other more prominent forms of reproductive exploitation, such as surrogacy. The authors call for explicit consideration of the emerging trade as its burdens fall exclusively on women and existing frameworks for addressing exploitation often overlook these emerging practices and the structural inequalities faced by women that drive these trades.

The following paper is a “Q & A interview” conducted by Joanne Pransky of Industrial Robot Journal as a method to impart the combined technological, business and personal experience of a prominent, robotic industry engineer-turned entrepreneur regarding the evolution, commercialization and challenges of bringing a technological invention to market.

The interviewee is Dr Yulun Wang, an inventor, self-taught entrepreneur, business leader and world-renowned authority on robotics and health care. Dr Wang shares his successful three-decade journey that began with researching the market needs and aligning himself with medical experts, followed by pioneering robotic solutions specifically for the health care industry. In the process, Dr Wang founded and spearheaded both a public and private robotics company.

Dr Yulun Wang received a BSc and an MSc in Computer Science, and a PhD in Electrical Engineering, from the University of California, Santa Barbara (UCSB). After teaching at UCSB for a few years, with a grant he won from NASA, Dr Wang founded Computer Motion, Inc. in 1989 and conducted research on endoscopic robots. Computer Motion went public in 1997 and later merged with its competitor, Intuitive Surgical (NASDAQ:IRSG) in 2003 to forge the multi-billion dollar surgical robotics industry. Dr Wang founded InTouch Technologies (d.b.a. InTouch Health), in 2002, named one of the fastest-growing biomedical companies in the USA by INC Magazine.

Dr Wang launched his career at the intersection of health care and technology with his invention of the voice-controlled robotic arm AESOP, the first US Food and Drug Administration (FDA)-cleared surgical robot. His next generation ZEUS robotic surgical system (ZRSS), was cleared by the FDA in 2001. Also in 2001, ZRSS was used in the world’s first telesurgery, as surgeons in New York controlled the arms of the Zeus to perform a cholecystectomy on a patient in Strasbourg, France, via a high-speed fiber optic supplied by France Telecom. This led Dr Wang to found InTouch Health, a company that pioneers remote presence robot systems that enable health care professionals to provide more effective and efficient health care. Dr Wang has received multiple other entrepreneurship and leadership awards, including being elected to the prestigious ranks of the National Academy of Engineering in 2011. He is the author of over 50 scientific publications, and holds over 100 patents registered in his name. Dr Wang serves on several boards, including the American Telemedicine Association (ATA) Board of Directors, where he also serves as an officer.

This study aims to offer novel insights on how industrial marketing might contribute to bringing innovations to market in the peculiar case of health care. This study aims at shedding first light on how the alignment between dissemination and exploitation activities might contribute to bringing to market innovations developed by public–private partnerships funded by the European Commission (EC).

The theoretical development comes from an inductive research design based on the 42-month pan-European H2020 research project NESTORE aimed at developing an integrated portfolio of innovations for the healthy aging of European citizens.

This study advances the theory and practice of industrial marketing in health care by conceptualizing an actionable method to align dissemination and exploitation activities within EC-funded projects, facilitating that innovations will go to market. The method is composed of five phases. First, an external analysis to define market opportunities and users’/stakeholders’ needs. Second, an internal analysis to identify the most promising exploitable outputs. Third, scenarios crystallization to define the most suitable scenarios (business models) to bring the selected exploitable outputs to market. Fourth, exploitation and dissemination alignment through the identification and involvement of the most relevant stakeholders. Fifth, scenario refinement and business plan.

This study is relevant because many EC-funded projects still fail to move innovations from labs to market, thus limiting the benefits for the European citizens and the competitiveness of Europe with respect to the USA and China. Although this relevance, past studies overlooked the peculiar context of EC-funded innovation projects, privileging pharmaceutical and biomedical companies. This study advance theory and practice of industrial marketing in health care.

The purpose of this paper is to expand the understanding of the “front end” of innovation by examining the influence of top executives, who allocate the resources and cultivate the culture in which inventions are born, on the innovation process.

This paper suggests that the effect of executives on innovation can be better understood by explicitly separating innovation into the component processes of invention and commercialization. This allows us to consider how executive characteristics might have a different effect on technology development outcomes than they do on the subsequent transformation of those technologies into new products. The theory is tested on a sample of firms from the biomedical device industry.

The findings indicate that top management team (TMT) age and tenure have no effect on the type of technologies a firm develops (radical vs incremental) but do significantly affect the efficiency with which new technologies are turned into new products in some contexts. TMT heterogeneity affects both the type of technologies developed in the firm and also their transformation to new products. Interestingly, the effect of executives on commercialization depends on the type of underlying technologies which the firm has developed.

This paper contributes to the literatures on TMTs and innovation by offering a more granular explanation of how executives differentially impact the disaggregated stages of the innovation process, and thus also contributes to knowledge of the long-term innovation performance implications of executive leadership.

This case used the interplay between individuals, firms and markets to examine how a company sustained success from its value adding activities. The theory of value creation was demonstrated by the leader’s ability to configure the firm’s tangible and intangible resources to create opportunities beyond the commodity markets. Also, what matters were not just the technical processes of developing value-added products, but how the company’s culture served as a link to new products, new markets and new ventures.

The case was based on primary and secondary sources. The primary sources face-to-face semi-structured recorded interviews with the protagonist at the company’s headquarters. The secondary data were from the company’s website, and public information about Johnsonville Sausage LLC. Supplemental information was gathered from market research firms. No names have been disguised. The case has been classroom tested with undergraduate students in a capstone course. The author has no personal relationship with the company.

Kevin Ladwig, Vice President, was concerned by the expanded production of ethanol, an attractive supplement to gasoline in the USA. Because most ethanol is processed from corn, expanded production of ethanol heightened the demand for corn. Since corn is a staple feed ingredient for animals, heightened demand for corn increased the cost of Johnsonville’s raw material – hogs. In fact, the cost of feed was Johnsonville’s major economic input in animal production from farrow to finish, accounting for up to 70 percent of the total production cost of hogs. The case introduces the nexus of food and energy markets and how the “Johnsonville Way” was used to convert an old idea into an innovation.

This case is appropriate for undergraduate and graduate courses in business and agribusiness management. It would also be appropriate for courses using concepts in innovation and organizational culture.