The art & science of technology transfer

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Cover Contents Acknowledgments About the Author Preface Introduction Part I: The Game of Technology Transfer Chapter 1: The Pieces INTRODUCTION THE PROBLEM WITH MODELS ABOUT HUMAN BEHAVIOR CONSTRUCTS PORTRAYING CONSTRUCTS DEALS TECHNOLOGIES PRACTICES PLAYERS CONCLUSION Chapter 2: The Board INTRODUCTION ARENAS CHANNELS AND MESSAGES SUPPLY CHAINS USERS AND BUYERS COMPETITORS MARKETS STAKEHOLDERS CONCLUSION Chapter 3: Strategies INTRODUCTION TECHNOLOGY NICHES NASH EQUILIBRIUMS CONCLUSION Part II: Market Research Chapter 4: Finding the Customer INTRODUCTION WHAT WE HAVE TO SELL FINDING THE APPLICATION FINDING THE CUSTOMER CONCLUSION Appendix A: Intellectual Property PATENTS TRADE SECRETS TRADEMARKS COPYRIGHTS AND MASKS IP CONTROL Chapter 5: Competing Technology INTRODUCTION REDUNDANCY RELATION TO THE DOMINANT DESIGN WHO IS SELLING? WHO IS EMERGING? TIME CONCLUSION Chapter 6: Markets INTRODUCTION MARKET BARRIERS ESTIMATING MARKET SIZE ESTIMATING MARKET SHARE CONCLUSION Part III: Strategy Chapter 7: Positioning the Technology for the End User INTRODUCTION TAKE-OFF UMPF GOALS COMPETITIVE ADVANTAGE WINDOW OF OPPORTUNITY VALUE PROPOSITIONS CONCLUSION Appendix A: Technikos USING WEB SEARCH TO DEVELOP AND TEST HYPOTHESES INTERVIEWING TO TEST HYPOTHESES Appendix B: Presenting Your Technology PRE-NONDISCLOSURE POST-NONDISCLOSURE (BUT PRE-DEAL) INVESTOR PRESENTATIONS POST-DEAL (FULLY EXECUTED CONTRACT) Chapter 8: Launch Tactics INTRODUCTION SWOTS LOOKING FORWARD: LAUNCH TACTICS AND FINDING THE TARGET CHANNELS AND MESSAGES RHETORIC AND MESSAGES CONCLUSION Part IV: Doing Deals Chapter 9: Finding the Target INTRODUCTION MARKET ALIGNMENT TECHNOLOGY ALIGNMENT ALIGNMENT ON CAPABILITIES ATTITUDE TOWARD RISK CONCLUSION Chapter 10: Valuing the Technology THE BASICS: DISCOUNTED CASH FLOW APPROACHES TO VALUATION REVENUES EXPENSES QUICK RECAP RISK CONCLUSION Appendix A: Why Real Options Are a Waste of Time Chapter 11: Doing the Deal PLANNING FOR NEGOTIATIONS ECONOMICS NEGOTIATING CONCLUSION Chapter 12: The Twelve-Step Program