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Description:
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Technology Commercialization & Business Development Strategy is offered in two minis at the Tepper School of Business. The first mini (45-880) is entitled Technology and Business Development and the second mini (45-888) is entitled Commercialization Workshop. 45-880 is a prerequisite for 45-888. The course sequence is targeted at entrepreneurs and innovators who are interested in introducing innovations to the marketplace through start-up, emerging and established organizations. Class participants will learn how to evaluate, develop and “pitch” their opportunities and teams to investors and corporate executives to acquire successfully the resources necessary for market entry.
Technology and Business Development (45-880) focuses on commercialization of disruptive technologies and on the development of appropriate business models and market strategies required to successfully introduce these technologies to the market, gain growth and capture dominant market positions. Students will gain a perspective of how innovations are brought to the market and positioned for successful launch and subsequent growth. Students study and discuss both successful and unsuccessful attempts to bring innovation to the market via lectures, readings, and case discussions. The first mini course content focuses on the upfront thinking that must be the basis of a proactive and potent new business plan. It is the result of intense understanding of the environment into which the idea must be introduced and grow. It is strategic because of rapid change and competitive set the idea must confront in the final execution. The three key modules which are the first sections of a business plan are market analysis, segmentation and positioning. These are the drivers for execution of a successful market entry point, strategy and growth.
Commercialization Workshop (45-888) focuses on the work of student teams to develop strategic commercialization plans (content from 45-880) for specific projects generated by them or provided by the faculty. Outside projects may come from Carnegie Mellon, other universities, individual inventors, or companies interested in “mining and monetizing their technology portfolios”. Each student team is expected to develop the upfront business plan that incorporates a commercialization strategy for market entry point, strategy and growth that will provide the organizational direction to execute product configuration, distribution, MARCOM and pricing. Weekly feedback meetings and coaching is provided by the faculty to provide the teams support in development of their strategic business plans.
Course 45-880/45-888 Texts
1. Christensen, Clayton M. and Raynor, Michael E. The Innovator’s Solut!on – Creating and Sustaining Successful Growth, Harvard Business School Press, Boston, MA, 2003.
2. Anthony, Scott D. and Christensen, Clayton M. Innovation Handbook: A Road to Disruptive Growth, Harvard Business School Publishing, Product No. 9580, 2005.
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