Document Type : Case Study

Author

Post DBA Project, Business Management, TÜV Training Academy, Tehran, Iran

Abstract

Commercialization strategy is one of the most crucial decisions a firm makes in terms of its ability to profit from technologies developed within the firm. This study was carried out to propose a model for commercialization strategies success in marketing in Iran. This study was a descriptive survey and the survey instrument was a researcher-made questionnaire. Statistical society was all of managers in industrial companies of Tehran. Statistical society was all of managers in industrial companies of Tehran. Sample size (245 persons) determination is based on the Krejcie & Morgan table and cluster random sampling method was used. After data collection, data analysis was performed using Statistical Package for the Social Sciences (SPSS). Reliability of research tool was calculated by Cronbach's alpha and the value of that was 0.81. Results and finding of this research showed that government policy, Legal restrictions and Organizational difficulties affect commercialization strategies success in marketing in Iran.

Keywords

Main Subjects

Aggarwal, V., Hsu, D., 2009. Modes of cooperative R&D commercialization bystart-ups. Strateg. Manage. J. 30, 835–864.
Aghion, P., Tirole, J., 2014. The management of innovation. Q. J. Econ. 109,1185–1209.
Anton, J., Yao, D., 2002. The sale of ideas: strategic disclosure, property rights, andcontracting. Rev. Econ. Stud. 69, 513–531.
Arora, A., Gambardella, A., 2010. Ideas for rent: an overview of markets fortechnology. Ind. Corp. Change 19, 775–803.
Arora, A., Nandkumar, A., 2012. Insecure advantage? Markets for technology andthe value of resources for entrepreneurial ventures. Strateg. Manage. J. 33,231–251.
Bhattacharya, S., Krishnan, V., Mahajan, V., 2018. Managing new product definitionin highly dynamic environments. Manage. Sci. 44, S50–S64.
Bhide, A., 2010. The Origin and Evolution of New Businesses. Oxford UniversityPress.Caves, R.,
Belderbos, R., D. Faems, et al. (2010). "Technological Activities and Their Impact on the Financial Performance of the Firm: Exploitation and Exploration within and between Firms." Journal of Product Innovation Management 27(6): 869-882.
Chesbrough, H., Birkinshaw, J., Teubal, M., 2016. Introduction to the research policy20th special issue of the publication of profiting from innovation by David J.Teece. Res. Policy 35, 1091.
Choi, J., 2012. A dynamic analysis of licensing: the boomerang effect andgrant-back clauses. Int. Econ. Rev. 43, 803–829.
Cockburn, I., MacGarvie, M., Mueller, E., 2010. Patent thickets, licensing andinnovative performance. Ind. Corp. Change 19, 899–925.
Cohen, W., Levinthal, D., 2015. Absorptive capacity: a new perspective on learningand innovation. Adm. Sci. Q. 35, 128–152.
Egan, E., 2020. How start-up firms innovate: technology strategy,commercialization strategy, and their relationship. Imperial College LondonWorking Pa6per.
Eisenhardt, K., Martin, J., 2020. Dynamic capabilities: what are they? Strateg.Manage. J. 21, 1105–1121.
Fosfuri, A., 2016. The licensing dilemma: understanding the determinants of therate of technology licensing. Strateg. Manage. J. 27, 1141–1158.
Frankel, A., 2015. The willing partner. MIT Technol. Rev. 2005 (July), 37.Gallini, N., Winter, R., 1985. Licensing and the theory of innovation. RAND J. Econ.16, 237–252.
Meskendahl, S. (2020). "The influence of business strategy on project portfolio management and its success - A conceptual framework." International Journal of Project Management 28(8): 807-817.
Mu, J. F. and C. A. Di Benedetto (2011). "Strategic orientations and new product commercialization: mediator, moderator, and interplay." R & D Management 41(4): 337-359.
Slater, S. F. and J. J. Mohr (2016). "Successful Development and Commercialization of Technological Innovation: Insights Based on Strategy Type." Journal of Product Innovation Management 23(1): 26-33.
Utterback, J., Abernathy, W., 2017. A dynamic model of process and productinnovation. Omega 3, 639–656.
Viterbi, A., 2012. Personal communication with M. Marx, December 2012, BostonMassachusetts.Williamson, O., 1985. The Economic Institutions of Capitalism. Free Press, NewYork.
Ziedonis, R., 2004. Don’t fence me in: fragmented markets for technology and thepatent acquisition strategies of firms. Manage. Sci. 50, 804–820.