| Beyond the Beaker: How to Achieve Successful Market Adoption for Emerging Technologies |  | Author: Paul Patterson
Publisher: Kohritsu Press LLC
Category: Book
List Price: $27.95
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Seller: Amazon.com
Rating:  2 reviews
Sales Rank: 1,076,201
Media: Hardcover
Pages: 232
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.1 x 6.1 x 0.8
ISBN: 0578011115
Dewey Decimal Number: 658.514
EAN: 9780578011110
ASIN: 0578011115
Publication Date: May 20, 2009
Availability: Usually ships in 24 hours
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| Editorial Reviews:
Product Description
Founders of emerging technologies are typically highly-qualified technical experts faced with a web of unfamiliar obstacles in commercialization. Drawing on years of global experience with emerging technologies and start-ups, the author integrates theories with case studies to illustrate how successful businesses managed the challenges and opportunities. This book offers insights on sound and proven technical and commercial practices. From 'Eureka!' in the laboratory to market adoption, it offers a technology management framework. It also covers the various business aspects, from obtaining funding, strategic planning and alliances, to sales, marketing and organizational management. In addition, real-life examples highlight the common pitfalls and reveal the often hidden work behind the scenes. Beyond the Beaker will leave you wondering how many miracles of modern science have been lost due to the inability to execute beyond the lab. It is a must read for all innovators who want to succeed. It also benefits corporations and business partners working with start-ups. If you re truly motivated about building or investing in a successful emerging technology start-up, do not put down this book until you reach the last page.
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| Customer Reviews:
Reducing Financial Risk with Successful Market Adoption for Emerging Technologies November 29, 2009
Thomas M. Loarie (Danville, CA USA)
2 out of 2 found this review helpful
Sieko general manager and author, Paul Patterson, has given us an ambitious book on achieving successful market adoption for emerging technologies in his "Beyond the Beaker." Market adoption and the time to cash break-even are two of the most critical risks associated with new products...and two of the most overlooked risk factors by entrepreneurs. It is one thing to bring a product to market with all of its challenges and obstacles, but it is completely another thing to achieve market adoption. Nearly 80% of all new products fail! Each requires different skills and unique know-how.
The rule of thumb I have developed over the years is that it will take as much investment to achieve successful adoption as it took for product development. If it takes $50 million to develop, it will take $50 million to get to cash-breakeven...and that is if it is done right. Patterson's goal is to provide insight on getting it right.
"Beyond the Beaker" is organized around emerging technology (Pauchard's innovation engine), technology development (stages of development and the value creation chain), strategic marketing (strategy, SWOT, 5 forces, market evolution, risk management, business model profile), business development (cultural considerations and educational planning, rainmakers/connectors/champions, the pitch, branding, and communications), legal considerations (IP and NDAs), financial (valuation, dilution, cash flow management), organizational development (leadership, management, values, FUD), corporate perspectives (portfolio management, organic growth vs. acquisition), evaluation of emerging technologies (value research, quick test market, action plan), and finishes with a case study applying all of the above considerations.
The five key takeaways posited by Patterson at the conclusion are:
1. Know your value proposition.
2. Know the market.
3. Know your technology and its inherent value.
4. Create, leverage, manage, and value your knowledge networks.
5. Create a highly skilled team with the appropriate know-how and empower them.
"Beyond the Beaker" is an excellent book filled with information, examples, templates, and good advice. If I were an educator in the domains of marketing or entrepreneurship, I would include this book in the curriculum. The book is comprehensive.
Great content for innovation managers July 23, 2009
Smart Shopper in CA
Mr. Patterson not only captures the innovation process, he delves deeply into the ways a company can make or buy or collaborate to bring a new product to market. There are good chapters to reference during the development and launch process to doublecheck methods, alternatives and potential 'gotchas' to avoid.
This is not a mass market book but a good book to have handy before and during any new product development cycle.
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