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Dr. Eugene Krentsel Director, ITCI Technology Push vs. Market Pull Chemical Science and Commercialization C

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Dr. Eugene Krentsel Director, ITCI Technology Push vs. Market Pull Chemical Science and Commercialization C

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    1. Dr. Eugene Krentsel Director, ITCI Technology Push vs. Market Pull Chemical Science and Commercialization Conference Moscow, September 29, 2004

    2. Technology Push: Technologies are developed first and then customers are sought What Are We Talking About ?

    3. Technology Push Development of database referral services Outreach programs (newsletters, brochures, reports) Aggressive salesmanship

    4. Technology Push Greater risk of not finding a market for their technologies Need to have large cash reserves

    5. Market Pull Analysis and assessment of the markets Identification of potential applications Advisory panels

    6. Market Pull Risk of losing out when their market experiences a downturn Greater risk that their competitors will pull ahead of them with a new product line

    7. Technology Push and Market Pull No one needs to or should restrict itself to one approach or another Different Institutes are better suited to place emphasis on different models Assessment of the Institutes place and proper balance is essential

    8. What may start out as a monumental technology program may end up becoming an equally monumental marketing program As often happens with a product that started off being driven by technology, there had to be a conversion to marketplace pull for it to succeed Technology Push and Market Pull

    9. Developing Strategies in Technology Commercialization Objectives: Identify medium-term (5-10 yrs) market needs Assess the potential of various R&D groups Identify prospective opportunity areas

    10. Identify Medium-Term Market Needs Conduct market research and analysis Determine selected industries of interest Conduct expert technological assessment of technology trends, R&D needs and requirements List and prioritize key players

    11. Assess the Potential of R&D Groups Identify the most advanced centers of excellence Select those that can potentially address industry requirements Conduct SWOT analysis Evaluate overall capabilities

    12. Identify Prospective Opportunity Areas Establish communications with key players Identify specific business opportunity areas Identify the most promising Candidate Partners among the key players

    13. Quality Function Deployment A systematic approach mapping the customers needs and translating them into measurable product, service or process parameters using matrices and other quantitative and qualitative techniques.

    14. Step-by-Step Process

    15. R & D Assessment Process

    16. QFD Matrix: R&D Objectives/Needs vs. Research Competencies

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