Commercializing Technology
What the Best Companies Do
T. MICHAEL NEVENS,
GREGORY L. SUMME, AND
BRO UTTAL
Executive Summary
SOME COMPANIES ARE FAR BETTER AT COMMERCIALIZING TECHNOLOGY than their similarly sized rivals. They bring twice as many new products, incorporating twice as many technologies, to twice as many markets in half the time.
The ability to commercialize technology is for many businesses a matter of survival. It is linked to competitive leadership in a variety of markets, like copiers, computers, automobiles, and pharmaceuticals. In the mid-1980s, when Minolta eclipsed Canon as the leader in 35mm cameras, Canon focused on strengthening its commercialization skills. Determined to win with superior optical and electronic technology ...
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