The Art and Science of Technology Transfer / Edition 1

The Art and Science of Technology Transfer / Edition 1

by Phyllis L. Speser
ISBN-10:
0471707279
ISBN-13:
9780471707271
Pub. Date:
04/21/2006
Publisher:
Wiley
ISBN-10:
0471707279
ISBN-13:
9780471707271
Pub. Date:
04/21/2006
Publisher:
Wiley
The Art and Science of Technology Transfer / Edition 1

The Art and Science of Technology Transfer / Edition 1

by Phyllis L. Speser
$123.0 Current price is , Original price is $123.0. You
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Overview

Praise for The Art & Science of Technology Transfer

"Phyl Speser's personality comes across in the text-complicated, intrigued, highly rational, insightful, rich in context, and fun. She had me smiling throughout. This work represents the next chapter of the technology transfer profession's development, where it will be all about getting to market with a studied awareness of value. Phyl gives us the tools to get there with a great read, just the focus we are needing in the profession."
—Jill A. Tarzian Sorensen, JDExecutive Director, Johns Hopkins Technology Transfer, The Johns Hopkins University

"Phyl Speser is one of the pioneers in developing the modern practice of technology transfer and in The Art & Science of Technology Transfer, she shares her experiences and philosophy in a well-written, highly readable book that is packed with case studies of both success and failure."
—Ashley Stevens, Director, Office of Technology Transfer, Boston University

"This readable book is a must for anyone wanting to look at the technology transfer process from a novel viewpoint. Rather than just recite the nuts and bolts of the process, it illustrates theoretical concepts with real world, practical examples. Any reader will come away with new and useful ways of looking at, and doing, this business."
—Kenneth H. Levin, PHD, Deputy DirectorUniversity of Chicago Office of Technology & Intellectual Property (UCTech)

"An amazing compendium of philosophy, science, and practical experience that converge to form, literally, the art and science of technology transfer. On any given page, you may find a quote from Plato, a mathematical formula, an intriguing anecdote by the author, or a practical 'how-to' statement. It's written in a very engaging style that keeps you turning from page to page . . . there's enough material in this book to launch a college course on Technology Transfer-nothing is left out!"
—David Snyder, Vice President-Technology Commercialization Science Applications International Corporation (SAIC)

"This is an excellent introduction to sorting out the complex world of technology transfer, eminently useful to both practitionersand students. The text is thorough, filled with the practical examples, details, and guidelines useful to learn and practice this often-arcane subject, while never losing sight of an overarching paradigm for getting new technology out of the lab and into the market. I am certain that other teachers will find it as valuable as I have."
—Lawrence Aronhime, Faculty Associate and Lecturer, The Johns Hopkins University, 2005 recipient Johns Hopkins Alumni Association Excellence in Teaching Award

"A clear and entertaining presentation of the complexities of technology transfer and intellectual property, this book provides usable, practical information to students and practitioners on every page. The Art & Science of Technology Transfer provides a well-crafted immersion in the processes and practices of moving ideas into the marketplace."
—Phil Weilerstein, Executive Director,National Collegiate Inventors and Innovators Alliance (NCIIA)


Product Details

ISBN-13: 9780471707271
Publisher: Wiley
Publication date: 04/21/2006
Pages: 416
Product dimensions: 7.74(w) x 9.94(h) x 1.40(d)

About the Author

PHYLLIS L. SPESER, JD, PHD, has been involved in technology transfer in a variety of roles: professor, inventor, policy maker, analyst, and broker/deal maker. She has twice served on the board of the TechnologyTransfer Society, was a gubernatorial appointee to the Washington Technology Center, and currently serves on committees of the Licensing Executives Society and the Association of University Technology Managers. She has taught at SUNY Buffalo, the American University (Washington DC), and the Universität Mannheim (Germany). A cofounder of Foresight Science & Technology,she is the developer of the Technology Niche Analysis and Virtual Deal Simulationmethods used by Foresight. Phyllis Speser is a recipient of R&D awards in artificial intelligence from the National Science Foundation, U.S. Department of Agriculture, U.S. Department of Education, and U.S. Office of Naval Research, for work which was successfully commercialized. She also has supported the commercialization of technologies for corporate, university, government, and nonprofit lab customers across the spectrum of science, engineering,and other industries globally.

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Table of Contents

Acknowledgments xiii

About the Author xv

Preface xvii

Introduction xxi

Part One The Game of Technology Transfer

Chapter 1 The Pieces 3

Introduction 3

The Problem with Models about Human Behavior 4

Constructs 6

Portraying Constructs 7

Deals 7

Technologies 15

Practices 23

Players 33

Conclusion 38

Chapter 2 The Board 39

Introduction 39

Arenas 39

Channels and Messages 42

Supply Chains 44

Users and Buyers 48

Competitors 55

Markets 59

Stakeholders 64

Conclusion 67

Chapter 3 Strategies 69

Introduction 69

Technology Niches 70

Nash Equilibriums 72

Making Technology Conducive for Nash Equilibriums 74

Objectives 85

Tactics 96

Competition 99

Windows of Opportunity or Being Just-in-Time 100

Conclusion 102

Part Two Market Research

Chapter 4 Finding the Customer 105

Introduction 105

What We Have to Sell 105

Functionality 105

Characteristics 114

Features 117

Product, Process, or Service 118

Finding the Application 121

Finding the Customer 133

The End User 133

Buyers 139

Conclusion 144

Appendix A: Intellectual Property 146

Patents 147

Trade Secrets 149

Trademarks 149

Copyrights and Masks 150

IP Control 150

Chapter 5 Competing Technology 155

Introduction 155

Redundancy 156

Relation to the Dominant Design 159

Who Is Selling? 163

Who Is Emerging? 165

Time 167

Conclusion 171

Chapter 6 Markets 173

Introduction 173

Market Barriers 174

Market Forces 180

Estimating Market Size 189

Estimating Market Share 197

Conclusion 200

Part Three Strategy

Chapter 7 Positioning the Technology for the End User 203

Introduction 203

Take-Off 204

Umpf 205

Goals 209

Competitive Advantage 214

Performance 216

Ease of Use 219

Price 223

Time 227

Window of Opportunity 228

Value Propositions 232

Conclusion 235

Appendix A: Technikos 237

Using Web Search to Develop and Test Hypotheses 237

Interviewing to Test Hypotheses 240

Appendix B: Presenting Your Technology 242

Pre-Nondisclosure 242

Post-Nondisclosure (But Pre-Deal) 242

Investor Presentations 243

Post-Deal (Fully Executed Contract) 243

Chapter 8 Launch Tactics 245

Introduction 245

SWOTs 246

1. Pick the Positioning 248

2. Determine the Strengths and Weaknesses 249

3. Determine the Opportunities and Threats 251

4. Look at the Intersection 254

Looking Forward: Launch Tactics and Finding the Target 260

Channels and Messages 262

Rhetoric and Messages 265

Conclusion 267

Part Four Doing Deals

Chapter 9 Finding the Target 271

Introduction 271

Market Alignment 272

Technology Alignment 282

Alignment on Capabilities 290

Attitude toward Risk 291

Conclusion 294

Chapter 10 Valuing the Technology 295

The Basics: Discounted Cash Flow 296

Approaches to Valuation 297

Not Stupid Methods 297

Stupid Methods 300

Non-Revenue Value and Its Valuation 301

Revenues 302

Expenses 310

Quick Recap 314

Risk 315

Conclusion 324

Appendix A: Why Real Options Are a Waste of Time 326

Chapter 11 Doing the Deal 329

Planning for Negotiations 332

Relationships 333

Intellectual Asset Package 341

Economics 344

Planning the Game in Extensive Form 349

Negotiating 351

Setting the Stage 351

Pulling It Off 356

Conclusion 360

Chapter 12 The Twelve-Step Program 363

Index 369

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"...very valid ideas that one would need to understand when engaging in this field." (In Vitro Cellular & Developmental Biology-Animal, 2007)

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