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103 R&D closed innovation strategy open innovation strategy spin-off Chesbrough technology marketing IBM Intel P&G IBM Dell Apple Nintendo Acer http //www ibm com/ibm/licensing MIT 1)
104 Bucher et al technology commercialization IBM buy-andsell process R&D make or buy keep or sell
105 R&D commercialization of new technology R&D
106 marketing for hightech products new products R&D A
107 B B C
108 network strategic alliance products R&D OEMs Original Equipment Manufacturers ODMs Original Development Manufacturers market segmentation know-how patents proto-types projects reputation
109 market market failure
110 technologyintensive enterprise
111 make or buy keep or sell R&D
112 technology intelligence technology and intelligence and marketing TIM TIM technology road map IBM M outsourcing
113 TLO TIM CTO Chief Technology Officer
114 R&D DB IBM
115 http //www ibm com/ibm/licensing Connect Korea products A/S Technology Description TD TD 2) patent cluster
116 negotiation range of willingness to pay range of willingness to receive A royalty licensor licensee maximum price to receive
117 3) disruptive technology technology evaluation technology introduction
118 CTO technology scan technology monitoring
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120 general channels reverse engineering channels planned channels
121 A D B C
122 A/S
123 DB make or buy keep or sell
124 IBM Intel P&G knowledge stock IBM IBM spin-off basic patents core patents pacing patents emerging patents sleeping patents university capitalism
125 Connect Korea OTL Office of Technology Licensing PSD TECH
126 learning by doing R&D Bayh-Dole Bayh-Dole USPTO USPTO inventing and patenting searching matching transferring developing and innovating
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128 Bucher, P., B. Birkenmeier, H. Brodbeck & J.P. Escher, Management Principles for Evaluating and Introducing Disruptive Technologies: The Case of Nonatechnology in Switzerland, R&D Management, Vol.33 No.2(2003), pp.149-163. Chesbrough, H., Open Business Model, Harvard Business School, 2006. Seifert, R. W., B. F. Leleux & C.H. Tucci, Nurturing Science-based Ventures: An International Case Perspective, Springer, 2008. Http://www.ibm.com/ibm/licensing
The Journal of Intellectual Property Vol.7 No.3 September 2012 129 Technology Marketing as a Tool of Commercialization: Definition, Strategy, and Process Tae Kyung Sung Abstract Recently moving from closed innovation strategy to open innovation strategy, technology-based enterprises have focused on the implementation of technology marketing. In this situation, this paper establishes the concept, strategy, and process of technology marketing. Contrast to the concept of hi-tech marketing, we define technology marketing in terms of technology transaction itself. We consider technology marketing as a tool of commercialization, and show the differences between traditional marketing and technology marketing. We define technology marketing as the process to implement the optimized decision-making about the required technologies, technology purchase, and technology sale. In addition, we describe the basic elements of organization, process, and A/S(after service) of technology marketing. Lastly, some policy implications for companies, universities, public research institutions, and government are presented. Keywords technology marketing, commercialization, hi-tech marketing, open innovation, technology market, technology marketing strategy and process