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New product development (NPD), entrepreneurship and strategic management.

Advanced undergraduate, MBA/MSc in Marketing and Management course that cover the topics on NPD.

This case illustrates that commercialization of a new product requires a proper strategic direction to make it a reality. The case fact is positioned in livestock feed industry centered on commercialization of a newly developed urea-molasses mineral block (UMMB) or called Nutriblock. Dr Wan, a Senior Principal Research Officer of Malaysian Agricultural Research and Development Institute (MARDI), developed food supplement for ruminants which contained urea, molasses, vitamins, minerals and other nutrients. Dr Wan believed that the UMMB was a better quality food supplement compared to products in the markets because it contained 12 raw feed ingredients and an anthelmintic medication. After almost 10 years of research, in 2003, Dr Wan completed his research and, thus, wanted to get a suitable way to commercialize this product. He had two options: commercializing the technology through licensing of intellectual property right (IPR), or to transfer it as a public domain. The Business Development Unit(BDU) was responsible for the former option, whereas Centre for Promotion and Technology Transfer (CPPT) was in charge for the latter. At the beginning of2006, MARDI decided to commercialize the Nutriblock through licensing the IPR to March Avenue Technology Sendirian Berhad (March Avenue), a newly formed company. March Avenue was formed byKarthiir, a lawyer and Ma Irwan, an electrical engineer. The operation was going smoothly for the first two years. However, problem started in 2008 when Karthiir left the company due to some disagreement with Ma Irwan. Since then, March Avenue failed to achieve its sales target that seriously affected its profit level. Moreover, it suffered from internal management problem. The company finally closed down at the end of 2009. By this four year of operation, March Avenue failed to pay any royalty to MARDI. This circumstance forced Dr Wan to think seriously about his next move regarding choosing the right way of commercializing his Nutriblock. MARDI requested him to give his opinion by January 15, 2010 about whether to give another chance to BDU to commercialize this technology through IPR or to go for public domain under CPPT?

Using this case, students can learn that new product development and its commercialization requires proper strategic directions. It illustrates the importance of managing the commercialization of a new product effectively. NPD involves many stages, and it is important to manage every stage properly. This is because a “high-quality product” and/or a “new to the market” product are not enough to succeed in the market. In other words, producing a “product that meets market needs” must be combined with appropriate strategies.

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The purpose of this paper is to examine the potential economic impacts of China’s insect-resistant GM maize and provide new evidence for decision making concerning its commercialization.

This study uses data drawn from the production trials of insect-resistant GM maize and expert interviews to determine the impacts of commercializing GM maize at farm level under three scenarios with varying severity of insect pest attacks in maize production. Economic impacts are simulated using a modified Global Trade Analysis Project model.

In farm terms, insect-resistant GM maize increases crop yield and reduces both pesticide and labor inputs. In national terms, China can increase its GDP by USD8.6 billion and maize self-sufficiency by about 2 percent given normal insect pest attacks if China commercializes GM maize. Additional beneficiaries include consumers and the livestock industry. Non-maize crops can also benefit from land saving through GM maize commercialization. Chemical is a sector with the decrease in its output because demand for pesticides will fall.

Although China has announced a roadmap for commercializing GM crops for use as feed and in processing after nearly two decades of producing GM cotton, no clear timetable for producing GM maize as feed has been established due to several concerns, including the potential for economic gains from GM maize. This study is the first to assess the economic impacts of commercializing China’s GM maize. The findings should have significant policy implications for the development and commercialization of GM crops in general and GM maize in particular.

Improving the commercialization of university research has become a national priority. Most existing programs focus on training and supporting faculty and students to be the entrepreneur. However, programs are also needed to train and support those who will serve the entrepreneur. This chapter asserts that professionals with specific expertise in serving entrepreneurs are a critical, yet overlooked, part of the “innovation ecosystem” necessary to commercialize university research. It provides an overview of the Entrepreneurial Law Clinic at the University of Washington, which provides a multidisciplinary teaching, research, and service platform that assists University spin-offs while developing the next generation innovation ecosystem. Bringing together law, business, and engineering students to work with tech transfer licensing officers and faculty researchers to spin off a university technology involves many challenges. Yet, it can be done and the benefits are manifold. This chapter outlines three key issues for this kind of program. First, who is the client: the tech transfer office or the faculty researcher? Second, how to mediate among the different visions for how to commercialize the technology through the spin-off – including whether the technology is ready for commercialization or needs to undergo further translational work. And third, how to ensure that all the different students are being properly supervised and that all project members are keeping appropriate confidentiality toward the technology and business plans. The chapter shows how the missteps, conflicts, and confusion that naturally arise for each team project actually provide the best teaching moments for team members, supervisors, and faculty alike.

The purpose of this paper is to examine the relationship between institutional change and commercialization of university research in China, the largest developing country during 1985‐2007 period.

The findings are based on a comparative case study of two key Chinese universities. Both unstructured and semi‐interviews are utilized for the research.

There is still a gap between goals of institutional change and performances of commercializing university research, albeit improvements have also been observed over last two decades.

Only two universities are selected to approach the complex commercialization process, more cases are needed for further research.

Experience generated from this comparative study might be helpful for other developing countries to explore the appropriate paths to commercialize their research results.

Three modes of commercialization proposed in the paper might help for cross‐country comparison research.

The purpose of this paper is to explore how different country-specific institutional healthcare settings affect an international new venture’s (INV’s) selling strategies and internationalization process when commercializing a medical technology innovation.

The study is based on a longitudinal in-depth case study approach with a comparative healthcare analysis in Sweden, UK, Germany and the USA.

An institutional framework helps elucidate the regulative, normative and cultural-cognitive dimensions in different healthcare settings. National markets differ when operating in a healthcare setting and thus affect both sales patterns and the internationalization process. In this study, three different sales patterns emerged from the countries’ and even regions’ distinctive institutional differences. Although the actual internationalization process starts from the INV’s inception, the subsequent internationalization process was both slow and focused due to institutional diversity and complexity.

Every nation has its own unique healthcare structure, indicating the importance of choosing markets that facilitate a swift uptake of a specific medical technology innovation. Commercializing a medical technology innovation in different country-specific healthcare settings is a lengthy, complex and costly process, especially if new behaviors and routines need to be created.

The paper contributes to the international entrepreneurship-marketing interface by developing an analytical framework for understanding country differences in relation to regulative, normative and culture-cognitive dimensions and by advancing six propositions related to the role of institutional healthcare settings and their impact on INVs’ sales patterns and internationalization processes.

This chapter explores the extent to which an innovator is able to capture innovation rents. After examining the two main drivers of such rents, the strength of the appropriability regime and the ownership of specialized complementary assets, the chapter examines how their interaction is so critical in affecting imitation, commercialization options, and firm performance. After reviewing the underlying conceptual framework and empirical evidence, and using a perspective that cuts across both time and industries, the authors then discuss the implications of innovation profits for the resources to be devoted to the discovery of new or improved product and processes.

The purpose of this paper is to help firms establish successful technology planning processes in the context of open innovation.

Although some pioneering firms realise enormous benefits from outward technology transfer, many others experience major difficulties in managing external technology exploitation. To overcome these managerial challenges, firms need to establish strategic technology planning processes, which takes into account the increasing importance of external technology commercialisation. Therefore, this paper conceptually explores strategic technology planning in open innovation systems.

After detailing the characteristics of external technology exploitation, two instruments that may help firms incorporate external technology exploitation in strategic technology planning are developed. First, the concept of product‐technology roadmaps is extended to include external technology exploitation. Second, the functional market concept is transferred from the level of product markets to the level of technology markets.

In many industries, external technology commercialisation is critical to gain and sustain a competitive advantage. Opening up strategic technology planning therefore contributes to firm performance in a knowledge‐based economy. As a result, this paper has major implications for research into strategic planning, technology management and open innovation.

The purpose of this paper is to explore the effects of small- and medium-sized enterprises (SMEs’) R & D capability and learning capability on their technology commercialization by focussing on the moderating effect of environmental dynamism.

Based on a review of the literature on organizational capability, technology commercialization, and environmental dynamism, various hypotheses were developed and tested using a sample of 179 SMEs in Korea. Non-response bias using t-test and common method bias was assessed.

The results indicate that their R & D capability and learning capability were significant drivers of their technology commercialization, which in turn influenced their business performance. Environmental dynamism was found to moderate the relationship between technology commercialization and business outcomes. These results suggest that SME managers should place greater emphasis on strengthening their organizational capability and dealing with turbulent business environments.

Few studies have explored the drivers of technology commercialization and their effects on business performance. To fill this gap in the literature, the present study examines the effects of firms’ R & D capability and learning capability on technology commercialization in the context of SMEs, focussing specifically on the moderating effect of environmental dynamism. The study contributes to the literature by extending the research horizon to firms’ technology commercialization capability, providing a better understanding of the pivotal role of technology commercialization and its key drivers and environmental factors in boosting performance.

Managing resources is crucial for firms to gain competitive advantages and succeed, particularly for startups with limited resources. It is important to understand how digital startups in general and digital academic spin-offs (ASOs) in particular may orchestrate their resources to optimize value. This paper integrates the resource-based perspective with digital entrepreneurship to analyze the resource configurations leading to success of digital ASOs.

The paper adopts an inductive approach and applies qualitative comparative analysis (QCA) on a longitudinal dataset of digital ASOs to identify the resource configurations for a successful outcome.

The authors' paper identifies two main paths to success among digital ASOs, consisting of five distinct resource configurations. The first path is termed “market exploiters” that operate in favorable market conditions where specific technological resources and research collaboration resources are lacking. The second path involves “technology explorers” that combines both technological and commercial resources to achieve success.

By outlining distinct pathways to the success of digital ASOs, this paper contributes to the digital academic entrepreneurship literature and the resource-based view of entrepreneurial firms. The paper also suggests implications for policymakers and managers in managing resources for the success of digital ventures.

By exploring the resource configurations leading to the success of ASOs commercializing digital technologies, the paper shows that favorable market conditions and complementary resource configurations can be alternative pathways to success.

An important precondition for resource redeployment is that firms are aware of the commercial applications for which their resources can be used. We take an inventing-firm perspective and ask: how many new commercial applications will a firm associate with an existing technological invention? We note that both technological and organizational characteristics determine the number of distinct applications firms consider feasible for a given technological invention. In particular, we suggest that inherently fungible technologies, that is, technologies that have a broad impact on other technological fields (highly general technologies), will be associated with a larger set of commercial applications. We also suggest that linking applications to an inherently general technology can be challenging when the technology is already embedded in organizational (commercial) routines. Proprietary data from an online marketplace allow us to investigate the applications firms consider feasible for their technological inventions. In line with extant work, a firm assigns a greater number of applications to more general technologies. As expected, however, this relationship is shaped by how the technology is embedded within the organization. Our results have implications for redeployment as firms may face challenges in the initial step of redeployment when fungible resources need to be linked to emerging market opportunities.