Marketing Scientific Results & Services: A Toolkit
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of contents | sample chapter (pdf) | order form
The book acclaimed as 'essential reading for RTOs' is now in an updated, expanded edition with new case studies and new chapters on positioning, technology market assessment and emerging science marketing tactics!
Developed by marketers and scientists marketing new technologies and research services in the US, Europe and Australia, this publication will become a constant reference for students and professionals who need to:
- understand the factors determining market acceptance of new technologies and R&D;
- 'sell' research projects and partnerships successfully within and outside their organization;
- improve up-take of research results;
- cut commercialization costs;
- pick new technology market 'winners.
Marketing scientific results and services: a toolkit
presents easy-to-read explanations of marketing theory, applied to the
special circumstances and constraints of research- and technology-based
organizations (RTOs).
Unique case studies from Germany, the United States and Australia provide practical examples of how RTOs have applied the theory to:
- position their organization in a unique, compelling way;
- identify new prospects and successfully enter new international markets;
- understand and successfully address priority stakeholder needs and perceptions;
- use community consultation and foresighting to improve strategic planning, business and community relationships;
- drive organizational change and staff multiskilling.
The book provides a set of useful job tools to help RTOs get started marketing their capabilities and technologies immediately.
Here's what the readers of Marketing scientific results and services: a toolkit are saying:
" Uniquely tackling one of the most challenging issues in R&D—the
successful commercialization and marketing of scientific discovery in
an increasingly sophisticated and demanding marketplace—this book
is essential reading for every member of the project team."
Professor Peter Wilton
Professor of Marketing, Graduate School of Business, Stanford University
'"Scientists need to work smart, this book gets you there"
Dr. Michael Siminovitch
Lead Scientist, Lighting Research Group, Lawrence Berkeley National Laboratory
"This manual should be mandatory reading for all managers and
executives who
are responsible for new technologies/R&D and making them profitable."
William H. Pedler
Principal, RAS, Inc., Integrated Subsurface Evaluation
"Marketing scientific results and services: a toolkit is a
highly useful resource
for people developing, positioning and transferring technology.
The first edition was invaluable; the second is even better!"
Stephan J. Wellink
Director, Research and Commercialization, University of Technology, Sydney
"When technology-based start-ups need commercially sophisticated
R&D staff,
such a text specifically adapted to the R&D environment will help
build these skills inside your start-up."
Professor David Teece
Director, Institute of Management, Innovation and Organization
University of California, Berkeley
Calibre Step-by-Step Practitioner’s Workbook Series:
Calibre publishes a series of step-by-step workbooks, practical job aids to support learning by professionals in technology-, knowledge- and service organizations.
Step-by-Step Market Positioning for Knowledge Organizations
To continue to attract support from all critical stakeholders, knowledge organizations must not only be financially sustainable; they must also provide thought leadership to the communities in which they operate. This workbook offers succinct suggestions, explanations, examples, case studies and exercises to help knowledge organizations (eg universities, R&D organizations, technology-based companies) reposition for a sustainable future. The workbook provides a step-by-step planning framework, illustrated by innovative and effective examples based upon successful experience in international knowledge organizations.
With the framework proposed in this workshop, users will be able to develop an action plan immediately applicable to their own organizations based upon:
1. Competitor analyses
2. Stakeholder analyses and segmentation
3. Value propositions by priority stakeholder segments
4. Values and vision for the organization
5. Translation of strategy into action projects
6. Evaluation and improvement activities
30 pp, US$ 49/ €40/ A$69. Postage approximately US$7.50 additional.
Step-by-Step Strategic Communication Policy Development for Knowledge Organizations
Benefits of working with your organization need to be communicated to all your critical stakeholders clearly, convincingly, and consistently by all your staff. Yet how many knowledge organizations have an accessible, explicit, succinct communication policies and guides that help their staff understand their stakeholders’needs and their own communications responsibilities?
This step-by-step workbook offers a framework that will help you develop a comprehensive policy guide and set of job tools (suitable for print or intranet distribution) promoting better staff communication, whether it be through scientific publications, media interviews, business visits, or politician’s briefings.
30 pp, in progress, planned publication 2007, US$ 49/ €40/ A$69. Postage approximately US$7.50 additional.
Step-by-Step Project Management for the Strategic Design of Website and Intranets
Most knowledge organizations have websites, but how many use them effectively to engage business partners and other colleagues, while at the same time providing staff with strategic job tools that improve staff performance from the laboratory to the marketplace?
This step-by-step guide shows how to apply a versatile project management approach to develop websites that showcase your unique capabilities, services, and achievements to the outside world. At the same time, it will help users develop intranets that encourage desirable collegial and community citizenship behaviors while offering staff business, innovation and planning tools to improve performance scientifically, technically, collegially, and commercially.
Using the framework provided, users will understand how to:
- Scope the website project, set aims, develop schedules, budgets, assess project team skills and recruit team members.
- Review corporate strategic objectives for optimal ‘fit’ with the organizations Key Performance Indicators,
- Develop a design framework and ‘metaphor’.
- Develop website and intranet content, including developing and road testing internal policies.
- Evaluate and improve the prototype website and/or intranet.
- Launch the website and/or intranet externally and/or internally.
63 pp, 2007, US$ 49/ €40/ A$69. Postage approximately US$7.50 additional.
Step-by-Step Capability Marketing from Prospect to Client for Knowledge Organizations
Market research has shown that information needs change as our relationships with stakeholders develop. To effectively market their capabilities and technologies, knowledge organizations need to use different communications mechanisms and to change message content as relationships intensify. This is particularly critical as we attempt to encourage the transition of potential business partners from prospect to client.
This step-by-step workbook offers a framework that will help you plan and implement a persuasive program of client communication, through effective use of websites, scientific publications, print and digital promotions, media coverage, key account management tactics, events, client consultation and performance evaluation programs, among others. The workbook includes checklists, planners and other job tools as well as examples of effective and innovative tactics used successfully by international knowledge organizations.
30 pp, in progress, planned publication 2007, US$ 49/ €40/ A$69. Postage approximately US$7.50 additional.
