Bringing New Technology to Market

Bringing New Technology to Market

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For undergraduate/graduate courses in Entrepreneurship, Technology Commercialization, Technology Start-ups, and Management of Technology.

This text presents a comprehensive look at the issues related to the commercialization of intellectual property, and contains three major themes that infuse all of the concepts presented: value creation, speed, and entrepreneurship. It enables students to understand different business models and processes, and teaches them how to successfully recognize opportunity and commercialize the intellectual property they develop. The book focuses on management, marketing, product development, and operations strategies that work in a high-tech environment.
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Product details

  • Hardback | 367 pages
  • 175.26 x 228.6 x 22.86mm | 612.35g
  • Pearson
  • Upper Saddle River, NJ, United States
  • English
  • 0130933732
  • 9780130933737
  • 2,147,414

Back cover copy

Bringing New Technology to Market presents a comprehensive look at the issues related to the transfer and commercialization of new technology. High-tech businesses with patentable technology, whether engineering technology, biotechnology, or information systems technology, display different business models, processes, and characteristics from mainstream businesses. Therefore, CEOs, CTOs, managers, entrepreneurs, faculty, and students need to understand this phenomenon and learn how to successfully commercialize the intellectual property they develop.

Bringing New Technology to Market is the first text that addresses the entire technology commercialization process from idea to market.
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Table of contents


1. Innovation and Commercialization.
2. Recognizing and Screening Technology Opportunities.
3. Developing and Testing a Technology Business Concept.
4. High-Technology Product Development Strategies.

5. The Concept of Intellectual Property.
6. Licensing Intellectual Property.
7. Intellectual Property Strategy.

8. Building and Valuing the Business Model.
9. Funding the Technology Start-Up.
10. Funding Growth.

11. Moving from R&D to Operations.
12. Marketing High Technology.
13. Growing the High-Tech Venture.
14. Entrepreneurial Venturing Inside a Corporation.
15. Developing a Business Plan for Sustained Innovation.
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About Kathleen R. Allen

Kathleen Allen is the author of several texts including Launching New Ventures, Third Edition, and Entrepreneurship and Small Business Management, Second Edition, as well as a variety of trade books in the field of entrepreneurship. A professor in the Greif Entrepreneurship Center of the Marshall School of Business at the University of Southern California (USC), Allen has helped hundreds of entrepreneurs realize their dreams of starting new ventures. At USC, she is director of the Technology Commercialization Alliance, a collaboration of the schools of business, engineering, and medicine to commercialize USC technologies. She also leads a National Science Foundation project with several university, public, and private partners.
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