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2014/2015  BA-BHAAI1030U  Technology commercialization – a practical introduction to theory, strategy and practice

English Title
Technology commercialization – a practical introduction to theory, strategy and practice

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor: Dr. Jerry Schaufeld - Worcester Polytechnic Institute
    Patricia Plackett - MPP
Main academic disciplines
  • Finance
  • Information Systems
  • Innovation and entrepreneurship
  • Marketing
Last updated on 12-02-2014
Learning objectives
At the end of the course the student should be able to:
  • Demonstrate a broad comprehension of concepts, theories, models and frameworks relevant to technology commercialization.
  • Discuss critically the methods that are used in the process of commercializing technology and be able to determine the most appropriate approaches under a range of commercialization situations.
  • Explain methods that can be used to identify, evaluate, and exploit technology commercialization opportunities.
  • Recognize the formal and informal sources of capital for exploiting a technology opportunity.
  • Understand the value of specific activities that entrepreneurs undertake in their efforts to commercialize technology.
Course prerequisites
No formal academic prerequisites required, but students should have a strong interest in multidisciplinary approaches to innovation and entrepreneurship and be prepared to address practical problems related to technology commercialization.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Compulsory assignments (assessed approved/not approved)
Mandatory Mid-term Assignment: Students will be required to work in groups to solve a technology commercialization problem and prepare several slides that encapsulate their solution for presentation in class.
Home assignment:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual
Size of written product Max. 10 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure

In the modern world of global competition the ability to utilize technological innovation is increasingly important. This course will focus on a very specific question – How can we make technology commercialization a more predictable process? It will explore ways in which to increase the probability of success in commercializing technologies drawing on a range of practical examples, including case studies of successful technology commercialization processes. This course will investigate the sources of new technology, the tools to evaluate new technologies, the process of intellectual property transfer, and the eventual positioning of the resultant products and services in the commercial market. Its purpose is to improve the probability of success of this discipline in both existing organizational models and early stage ventures.
This course draws on successful delivery multiple times in recent years at Worcester Polytechnic Institute, a small technology-based school that attracts extraordinary students from around the world. It is predicated on the assumption that there are significant innovative and meaningful ideas in the global context of business. Understanding how to move these ideas from a process of commercialization is new and suggests that the probability of success of the outcomes will be enhanced is the underlying process models are understood. The course will examine:
•       Sources of ideas ranging from patent licensing to invention.
•       Opportunity Recognition that embraces process models to help select promising projects from an array of sources.
•       Feasibility Analyses to determine whether the ideas have enough potential to proceed.
•       Pathways Selection that examines multiple paths for execution from new venture creation to joint ventures.
•       Project plan…demonstrating the actual implementation pathway for the projects based on comparisons to the overall projects’ strategic direction.
Students are expected to be able to create working models for a variety of offered projects. To do so they will have to demonstrate a working knowledge of (1) financial metrics used the process decision-making, (2) market definition and pathways to the customer, (3) impact of organizational behaviors on the model’s performance, and (4) ability to critically evaluate the existing model.
In addition to the Mandatory Mid-term Assignment for the course that will involve group presentations in class of solutions to a technology commercialization problem, there will be a Preliminary Assignment that is prepared individually requiring students to solve a problem based on some specified readings with key points in the solution summarized on a few slides.

Class Schedule

Class Topic
Class 1 The Model as a basis for Commercialization Improvement
Class 2 Opportunity Recognition as a Choice Between Alternatives
Class 3 Preliminary Assignment
Class 4 Feasibility Analysis as the First Gate
Class 5 Mandatory Mid-term Assignment
Class 6 Organizational Selection….Implications for Success 
Class 7 The Numbers…..Driving the Results
Class 8 Intellectual Property as the Primary Driver
Class 9 Acquiring Resources……money, people and markets
Class 10 Growing the Enterprise……Realizing the Value Proposition
Class 11 Comprehensive Review
Teaching methods
Course methodology will utilize case methods, actual project presentations and the result of collaborative interaction. Specific projects such as the decision to commercialize alkaline battery recycling in the context of sustainability will be used.
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 3 in order to 'jump-start' the learning process.
Expected literature
Selected Business Cases: (source HBS)
•       New Product Commercialization: Common Mistakes •      
•       Ze-gen Commercializing Clean Tech•           
•       Commercializing Technology Best Companies•                 
•       The Langer Lab…Commercializing  Science •                    
•       Commercializing MRI Breakthrough• 
•       Commercializing Technology… Imaginative Understanding of User Need•                  
•       Opportunity Recognition and Breakthrough Innovation in Established Firms•               
•       From In-House to Joint R&D: the Way Forward for Nokia Denmark•      
•       Can Growth Entrepreneurship Take Root in Denmark’s Central Region
Last updated on 12-02-2014