Commercialization Processes of Innovative Solutions Developed at the KOMAG Institute – Thresholds and Barriers

Abstract

Commercialization processes of research and development project results are costly and risky. That is why it is indispensable to analyze all the advantages and disadvantages very thoroughly as well as to identify potential risks and barriers which may emerge during commercialization processes of innovative solutions. The Authors presented in the article the results of their research work results oriented onto an identification potential barriers based on analyses of case studies carried out according to the Integrated Commercialization Model (ICM), developed by them. They highlighted the role of marketing communication in commercialization processes, giving some examples of mistakes commonly made and suggesting a new paradigm of marketing activities with use of the state-of-the-art efficient carriers of marketing information e.g. Internet, Intranet, Social Media etc. Marketing communication is presented as a complex tool enabling to strengthen collaborative relationships between science and industry within the framework of creating and implementing innovative solutions. The article also contains some recommendations and guidelines concerning thresholds and barriers impeding a successful transition of commercialization processes of R&D results and of technology transfer.