Overordnede kursusmål
The aim of the course is to create the opportunity for students
with different engineering specialization to work together to
develop commercialization strategies for technologies created at
DTU.
The course will introduce students to concepts, models and tools
that are central to the identification, development and
commercialization of new technologies. It will draw from
entrepreneurship, strategy, management and marketing. Key concepts
of entrepreneurship and innovation management will be merged to
create a cohesive course content focused on the evaluation of
emerging technologies; transforming technical features into
customer benefits and developing business cases based on these
values
Læringsmål
En studerende, der fuldt ud har opfyldt kursets mål, vil kunne:
- Evaluate a technology case (provided by DTU) 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 based in a solid and
strong value proposition
- Design and implement experiments to test assumptions about the
value proposition and customer benefits
- 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
- Collaborate with peers who have different skills and
perspectives to create and present a cohesive commercialization
plan
- Effectively communicate the strength of the business case to
create interest, attract resources and expand the network.
- Outline key development (technical and market/customer) 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 risk and create strategies to mitigate
them
Kursusindhold
The commercialization plan - some basic requirements
Technology Roadmapping
Opportunity Recognition: Defining Commercial Potential - Evaluation
Business Models
Entry Strategies
Market Development & Customer Test
Intellectual Property Issues and Patent search
Financing Technology Ventures
Product Development goals
Key Risk factors
Litteraturhenvisninger
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 open to all DTU students.
Students from DTU Fotonik will follow ‘Fotonik Business Challenge’
theme. Non-Fotonik students may also follow ‘Fotonik Business
Challenge’ or choose other themes.
Lectures are provided by:
Argyro (Iro) Nikiforou , Lyngby Campus, Building 426, Ph. (+45)
4525 6070 ,argnik@dtu.dk
Sidst opdateret
21. juni, 2019
