The course will address the issues of transferring scientific and technological results from lab-scale to the market.
Starting from understanding the concepts of innovation, we will introduce the driving forces that enable a successful adoption of a technology into products and services delivered to final customers. Specifically, will describe the processes of understanding the gap between technology and customers’ needs and present some useful tools to support such processes.
Fundamental concepts will be discussed, such as Porter’s Five Forces to understand the competitive environment, the Marketing Framework (3C-STP-4P) to map the target market, and the Business Model Canvass, to create a unitary vision.
Finally we will briefly introduce the basic concepts of licensing and start-up creation. Examples will be given and an in class exercise will be proposed.