Overordnede kursusmål
The course aims to create the opportunity for students with
different academic orientation (CBS, DTU) to work together
developing commercialization strategies for technologies that are
created in university laboratories.
The course is very hands business development focusing on practical
real life testing of assumptions about selected solutions.
The course will introduce students to theories, models and tools
that are central to the identification, development and
commercialization of new technologies. It will draw from
entrepreneurship, economic, management, marketing, organization and
strategy. Key concepts of entrepreneurship and innovation will be
merged to create a cohesive course content to include how to
efficiently and effectively evaluate promising technologies to
determine their commercial potential.
For students with no business background, there will be online
crash course in business and entrepreneurship offered in a week
before the course starts.
Læringsmål
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
- Evaluate a technology case to identify business/commercial
potential
- Identify strengths and weaknesses in different application of
the technology and select the best business case
- Design an appropriate business model for the chosen product,
customer segment and market
- Design and implement experiments to test assumptions about the
customer value proposition
- Formulate an effective market development and customer
acquisition strategy based on real feedback from potential users of
the proposed product offering
- Identify financial requirements and sources for financing
technology and market development
- Outline key development goals to achieve commercial
success
- Assemble analytical arguments to support weak commercial
potential where no application with strong market potential can be
identified
- Identify key risks and create strategies to mitigate them
- Effectively communicate the strength of the business case to
create interest, attract resources and expand the network.
- Collaborate with peers who have different skills and
perspectives to create and present a commercialization
plan
Kursusindhold
Defining commercial potential – Finding the application
Understanding the technology-market insight - Business Models
Market Development - Market/Customer tests
Prototype development and testing
Financing Technology Ventures & Fund raising
Intellectual Property Rights issues
Transition and Entry - Go-to-market strategy
Leading the entrepreneurial team
Pitching
Litteraturhenvisninger
Allen, K. R. (2010). Entrepreneurship for scientists and engineers.
Prentice Hall.
Nerkar, A., & Shane, S. (2007). Determinants of invention
commercialization: An empirical examination of academically sourced
inventions. Strategic Management Journal, 28(11), 1155-1166.
Phaal, R., Farrukh, C., & Probert, D. (2001). Technology
Roadmapping: linking technology resources to business objectives.
Centre for Technology Management, University of Cambridge, 1-18.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014).
Value proposition design: How to create products and services
customers want. John Wiley & Sons.
Moore, G. Crossing the Chasm. Revised ed. New York, NY: Harper
Collins, 1999 - chapter 1 "High-Tech Marketing Illusion,"
and chapter 2 "High-Tech Marketing Enlightenment.
Teece, D. (2010). “Business Model, Business Strategy and
Innovation” Long Range Planning.
Bemærkninger
The course is a collaborative project of DTU Fotonik and DTU
Management.
Sidst opdateret
15. november, 2018
