BU 697 Commercializing Technical Innovations
Successfully introducing products utilizing new, innovative technologies requires that managers take a different strategic perspective than is typical for products based upon mature, well-understood technologies. This course will examine the branding, promotional, sales and marketing challenges that a firm introducing an innovative technology must recognize and address to avoid launching products that do not meet commercial expectations. These differences will be examined in the context of traditional marketing principles, complemented by several examples of innovative, technology-based products that were victims of these differences or that successfully overcame the challenges.