The goal of commercialization is to implement the key elements necessary to transform good technology into meaningful products that can fulfill customer needs while remaining cost effective. Specifically, can the technology be the basis for meeting a defined customer need? Can i…
With the rise of virtual reality, augmented reality, the internet of things and more, customers are more engaged, more involved, and easier to reach than ever; while being inundated with increasing amounts of marketing material. This straightforward guide takes you through these…
In today's high-tech environment, we have to conceptualize a sophisticated translation skill that converts a vague set of wants into well-defined products. To do so, we must come to the concept of ""demand articulation."" Marketing scholars have summarized that this concept is a…