個案總覽

The ability to commercialize technology is linked to competitive leadership in a variety of markets, such as copiers, computers, automobiles, and pharmaceuticals. Leaders like Canon, Xerox, and Hewlett-Packard describe their approaches to commercialization in similar terms: they treat commercialization as a system and apply to it the same discipline they use in manufacturing; they make it a priority, state it in terms of measurable goals, build cross-functional skills, and encourage aggressive action.

During a product's evolution to maturity, corporate customers inevitably change from inexperienced generalists to experienced specialists. The benefits customers seek change as well. Anticipating the patterns of evolution in customer decision making is as vital to success as is the most technically sophisticated product development program.