Marketing and Commercialization of new Technologies: Stages, Facilitators, and Critical Success Factors

Undoubtedly, one of the complicated stages of innovation is transferring research findings to the production and market area, which is called as technology transfer from researches to production. This complexity arises from no deterministic pattern for this process. Commercialization of new technologies is a complex, chaos, hazardous and dark process and executing this process for each technology has its unique challenges. Minimum requirements for successful commercialization of new technologies are as follows: Adequate demand in market, superior potential performance to response this demand, and an entrepreneurship organization or person with the sufficient resource, marketing and managing capabilities for delivering final product to market. One of the most important stages of technology commercialization process is technology marketing. Technology marketing is interactive marketing and hence the quality of technology is depended to quality of interaction between seller and buyer of technology. In this paper after defining technology marketing and commercialization process, facilitators and accelerators of this process will be explained. Finally some of the critical factors have been mentioned which increase the possibility of executing successful plan of technology marketing and commercialization.