COMMERCIALISING TECHNOLOGY CAPABILITIES: A DYNAMIC RESOURCE REUSE APPROACH TO THE ASSESSMENT OF OPPORTUNITIES AND SEQUENCING OF TARGET MARKETS

Innovation is a two sided coupling process, which involves the matching of capability with a situation of utility. Technology intensive organisations such as publicly or privately funded R&D centres and universities generate significant technical capabilities which need to be assessed for their ability to generate utility for end users. Most technical capabilities can generate utility in a variety of situations, but what is a systematic way for assessing the relative merits of exploiting the different opportunities and their fit with the organisation? This paper provides a conceptual model and framework to assist managers in making this decision. It takes into account the real life dimensions of time, capability and demand maturity the impact of uncertainty whilst still being flexible to the variety in strategic intent between commercialising organisations.