Abstract
Transferring technology from research and development laboratories to commercially feasible products can have a high economic impact. However, most people who work with technology transfer have little or no training in product marketing analysis. An experimental program examined the potential for a summer institute to use both technical and business students to analyze the feasibility of ideas generated by corporate scientists and engineers. Corporate support for faculty and students enabled participants from a consortium of universities to prioritize a group of new product ideas according to market potential. Benefits for both sponsor and participants are discussed.
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Duke, C.R. (2015). Product Innovation Management Training. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_37
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DOI: https://doi.org/10.1007/978-3-319-17049-7_37
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17048-0
Online ISBN: 978-3-319-17049-7
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