{"product_id":"the-art-and-science-of-technology-transfer-isbn-9780471707271","title":"The Art and Science of Technology Transfer","description":"\u003cb\u003ePraise for \u003ci\u003eThe Art \u0026amp; Science of Technology Transfer\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003e\"Phyl Speser's personality comes across in the text-complicated, intrigued, highly rational, insightful, rich in context, and fun. She had me smiling throughout. This work represents the next chapter of the technology transfer profession's development, where it will be all about getting to market with a studied awareness of value. Phyl gives us the tools to get there with a great read, just the focus we are needing in the profession.\"\u003cbr\u003e —Jill A. Tarzian Sorensen, JDExecutive Director, Johns Hopkins Technology Transfer, The Johns Hopkins University\u003c\/p\u003e \u003cp\u003e\"Phyl Speser is one of the pioneers in developing the modern practice of technology transfer and in The Art \u0026amp; Science of Technology Transfer, she shares her experiences and philosophy in a well-written, highly readable book that is packed with case studies of both success and failure.\"\u003cbr\u003e —Ashley Stevens, Director, Office of Technology Transfer, Boston University\u003c\/p\u003e \u003cp\u003e\"This readable book is a must for anyone wanting to look at the technology transfer process from a novel viewpoint. Rather than just recite the nuts and bolts of the process, it illustrates theoretical concepts with real world, practical examples. Any reader will come away with new and useful ways of looking at, and doing, this business.\"\u003cbr\u003e —Kenneth H. Levin, PHD, Deputy DirectorUniversity of Chicago Office of Technology \u0026amp; Intellectual Property (UCTech)\u003c\/p\u003e \u003cp\u003e\"An amazing compendium of philosophy, science, and practical experience that converge to form, literally, the art and science of technology transfer. On any given page, you may find a quote from Plato, a mathematical formula, an intriguing anecdote by the author, or a practical 'how-to' statement. It's written in a very engaging style that keeps you turning from page to page . . . there's enough material in this book to launch a college course on Technology Transfer-nothing is left out!\"\u003cbr\u003e —David Snyder, Vice President-Technology Commercialization Science Applications International Corporation (SAIC)\u003c\/p\u003e \u003cp\u003e\"This is an excellent introduction to sorting out the complex world of technology transfer, eminently useful to both practitionersand students. The text is thorough, filled with the practical examples, details, and guidelines useful to learn and practice this often-arcane subject, while never losing sight of an overarching paradigm for getting new technology out of the lab and into the market. I am certain that other teachers will find it as valuable as I have.\"\u003cbr\u003e —Lawrence Aronhime, Faculty Associate and Lecturer, The Johns Hopkins University, 2005 recipient Johns Hopkins Alumni Association Excellence in Teaching Award\u003c\/p\u003e \u003cp\u003e\"A clear and entertaining presentation of the complexities of technology transfer and intellectual property, this book provides usable, practical information to students and practitioners on every page. \u003ci\u003eThe Art \u0026amp; Science of Technology Transfer\u003c\/i\u003e provides a well-crafted immersion in the processes and practices of moving ideas into the marketplace.\"\u003cbr\u003e —Phil Weilerstein, Executive Director,National Collegiate Inventors and Innovators Alliance (NCIIA)\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eAbout the Author xv\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003eIntroduction xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart One The Game of Technology Transfer\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 The Pieces 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 3\u003c\/p\u003e \u003cp\u003eThe Problem with Models about Human Behavior 4\u003c\/p\u003e \u003cp\u003eConstructs 6\u003c\/p\u003e \u003cp\u003ePortraying Constructs 7\u003c\/p\u003e \u003cp\u003eDeals 7\u003c\/p\u003e \u003cp\u003eTechnologies 15\u003c\/p\u003e \u003cp\u003ePractices 23\u003c\/p\u003e \u003cp\u003ePlayers 33\u003c\/p\u003e \u003cp\u003eConclusion 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Board 39\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 39\u003c\/p\u003e \u003cp\u003eArenas 39\u003c\/p\u003e \u003cp\u003eChannels and Messages 42\u003c\/p\u003e \u003cp\u003eSupply Chains 44\u003c\/p\u003e \u003cp\u003eUsers and Buyers 48\u003c\/p\u003e \u003cp\u003eCompetitors 55\u003c\/p\u003e \u003cp\u003eMarkets 59\u003c\/p\u003e \u003cp\u003eStakeholders 64\u003c\/p\u003e \u003cp\u003eConclusion 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Strategies 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 69\u003c\/p\u003e \u003cp\u003eTechnology Niches 70\u003c\/p\u003e \u003cp\u003eNash Equilibriums 72\u003c\/p\u003e \u003cp\u003eMaking Technology Conducive for Nash Equilibriums 74\u003c\/p\u003e \u003cp\u003eObjectives 85\u003c\/p\u003e \u003cp\u003eTactics 96\u003c\/p\u003e \u003cp\u003eCompetition 99\u003c\/p\u003e \u003cp\u003eWindows of Opportunity or Being Just-in-Time 100\u003c\/p\u003e \u003cp\u003eConclusion 102\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Two Market Research\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Finding the Customer 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 105\u003c\/p\u003e \u003cp\u003eWhat We Have to Sell 105\u003c\/p\u003e \u003cp\u003eFunctionality 105\u003c\/p\u003e \u003cp\u003eCharacteristics 114\u003c\/p\u003e \u003cp\u003eFeatures 117\u003c\/p\u003e \u003cp\u003eProduct, Process, or Service 118\u003c\/p\u003e \u003cp\u003eFinding the Application 121\u003c\/p\u003e \u003cp\u003eFinding the Customer 133\u003c\/p\u003e \u003cp\u003eThe End User 133\u003c\/p\u003e \u003cp\u003eBuyers 139\u003c\/p\u003e \u003cp\u003eConclusion 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A: Intellectual Property 146\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePatents 147\u003c\/p\u003e \u003cp\u003eTrade Secrets 149\u003c\/p\u003e \u003cp\u003eTrademarks 149\u003c\/p\u003e \u003cp\u003eCopyrights and Masks 150\u003c\/p\u003e \u003cp\u003eIP Control 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Competing Technology 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 155\u003c\/p\u003e \u003cp\u003eRedundancy 156\u003c\/p\u003e \u003cp\u003eRelation to the Dominant Design 159\u003c\/p\u003e \u003cp\u003eWho Is Selling? 163\u003c\/p\u003e \u003cp\u003eWho Is Emerging? 165\u003c\/p\u003e \u003cp\u003eTime 167\u003c\/p\u003e \u003cp\u003eConclusion 171\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Markets 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 173\u003c\/p\u003e \u003cp\u003eMarket Barriers 174\u003c\/p\u003e \u003cp\u003eMarket Forces 180\u003c\/p\u003e \u003cp\u003eEstimating Market Size 189\u003c\/p\u003e \u003cp\u003eEstimating Market Share 197\u003c\/p\u003e \u003cp\u003eConclusion 200\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Three Strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Positioning the Technology for the End User 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 203\u003c\/p\u003e \u003cp\u003eTake-Off 204\u003c\/p\u003e \u003cp\u003eUmpf 205\u003c\/p\u003e \u003cp\u003eGoals 209\u003c\/p\u003e \u003cp\u003eCompetitive Advantage 214\u003c\/p\u003e \u003cp\u003ePerformance 216\u003c\/p\u003e \u003cp\u003eEase of Use 219\u003c\/p\u003e \u003cp\u003ePrice 223\u003c\/p\u003e \u003cp\u003eTime 227\u003c\/p\u003e \u003cp\u003eWindow of Opportunity 228\u003c\/p\u003e \u003cp\u003eValue Propositions 232\u003c\/p\u003e \u003cp\u003eConclusion 235\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix A: Technikos 237\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing Web Search to Develop and Test Hypotheses 237\u003c\/p\u003e \u003cp\u003eInterviewing to Test Hypotheses 240\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix B: Presenting Your Technology 242\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePre-Nondisclosure 242\u003c\/p\u003e \u003cp\u003ePost-Nondisclosure (But Pre-Deal) 242\u003c\/p\u003e \u003cp\u003eInvestor Presentations 243\u003c\/p\u003e \u003cp\u003ePost-Deal (Fully Executed Contract) 243\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Launch Tactics 245\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 245\u003c\/p\u003e \u003cp\u003eSWOTs 246\u003c\/p\u003e \u003cp\u003e1. Pick the Positioning 248\u003c\/p\u003e \u003cp\u003e2. Determine the Strengths and Weaknesses 249\u003c\/p\u003e \u003cp\u003e3. Determine the Opportunities and Threats 251\u003c\/p\u003e \u003cp\u003e4. Look at the Intersection 254\u003c\/p\u003e \u003cp\u003eLooking Forward: Launch Tactics and Finding the Target 260\u003c\/p\u003e \u003cp\u003eChannels and Messages 262\u003c\/p\u003e \u003cp\u003eRhetoric and Messages 265\u003c\/p\u003e \u003cp\u003eConclusion 267\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart Four Doing Deals\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Finding the Target 271\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 271\u003c\/p\u003e \u003cp\u003eMarket Alignment 272\u003c\/p\u003e \u003cp\u003eTechnology Alignment 282\u003c\/p\u003e \u003cp\u003eAlignment on Capabilities 290\u003c\/p\u003e \u003cp\u003eAttitude toward Risk 291\u003c\/p\u003e \u003cp\u003eConclusion 294\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Valuing the Technology 295\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Basics: Discounted Cash Flow 296\u003c\/p\u003e \u003cp\u003eApproaches to Valuation 297\u003c\/p\u003e \u003cp\u003eNot Stupid Methods 297\u003c\/p\u003e \u003cp\u003eStupid Methods 300\u003c\/p\u003e \u003cp\u003eNon-Revenue Value and Its Valuation 301\u003c\/p\u003e \u003cp\u003eRevenues 302\u003c\/p\u003e \u003cp\u003eExpenses 310\u003c\/p\u003e \u003cp\u003eQuick Recap 314\u003c\/p\u003e \u003cp\u003eRisk 315\u003c\/p\u003e \u003cp\u003eConclusion 324\u003c\/p\u003e \u003cp\u003eAppendix A: Why Real Options Are a Waste of Time 326\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Doing the Deal 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePlanning for Negotiations 332\u003c\/p\u003e \u003cp\u003eRelationships 333\u003c\/p\u003e \u003cp\u003eIntellectual Asset Package 341\u003c\/p\u003e \u003cp\u003eEconomics 344\u003c\/p\u003e \u003cp\u003ePlanning the Game in Extensive Form 349\u003c\/p\u003e \u003cp\u003eNegotiating 351\u003c\/p\u003e \u003cp\u003eSetting the Stage 351\u003c\/p\u003e \u003cp\u003ePulling It Off 356\u003c\/p\u003e \u003cp\u003eConclusion 360\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 The Twelve-Step Program 363\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIndex 369\u003c\/p\u003e \"...very valid ideas that one would need to understand when engaging in this field.\" (\u003ci\u003eIn Vitro Cellular \u0026amp; Developmental Biology-Animal,\u003c\/i\u003e 2007) \u003cb\u003ePHYLLIS L. SPESER\u003c\/b\u003e, JD, PHD, has been involved in technology transfer in a variety of roles: professor, inventor, policy maker, analyst, and broker\/deal maker. She has twice served on the board of the TechnologyTransfer Society, was a gubernatorial appointee to the Washington Technology Center, and currently serves on committees of the Licensing Executives Society and the Association of University Technology Managers. She has taught at SUNY Buffalo, the American University (Washington DC), and the Universität Mannheim (Germany). A cofounder of Foresight Science \u0026amp; Technology,she is the developer of the Technology Niche Analysis and Virtual Deal Simulationmethods used by Foresight. Phyllis Speser is a recipient of R\u0026amp;D awards in artificial intelligence from the National Science Foundation, U.S. Department of Agriculture, U.S. Department of Education, and U.S. Office of Naval Research, for work which was successfully commercialized. She also has supported the commercialization of technologies for corporate, university, government, and nonprofit lab customers across the spectrum of science, engineering,and other industries globally.  Technology transfer is the process of moving inventions and innovations out of peoples'heads and into practical use. The nice thing about technology transfer is that it also can be used to make money by placing technology where it has market value.\u003cbr\u003e \u003cbr\u003e   \u003cp\u003eThe Art \u0026amp; Science of Technology Transfer provides practical advice for determining just what a technology can do, discovering applications for the technology, valuating it,finding customers, structuring and negotiating deals, and supporting implementation of those deals. Author Phyllis Speser combines hands-on advice with a clearly constructed, easily understood framework that enables readers to determine how to commercialize technology \"faster, better, and cheaper.\"\u003c\/p\u003e \u003cp\u003eDr. Speser writes with a sense of humor and fun that makes this a highly readable book. The Art \u0026amp; Science of Technology Transfer contains four parts, The Game of Technology Transfer, Market Research, Strategy, and Doing Deals. It provides an innovative look at how to market technologythat shows high-technology companies, universities, federal labs, and independent inventors and entrepreneurs how to make money off their technology-based intellectualproperty assets. It explains licensing, jointventure, strategic alliance, acquisition\/merger, cooperative R\u0026amp;D, and other strategies for monetizing intellectual assets and when and why to use each. Combining insights from game theory, legal analysis, cognitive philosophy, sociology, and socialpsychology with decades of hands-on experience, Phyllis Speser explains both the qualitative and quantitative sides of technology transfer. The Art \u0026amp; Science of Technology Transfer equips readers with a wealth of handy tools, including abundant tables and graphics; in-depth, real-life case studies that show how technology transfer works in a variety of settings; and appendices and checklists that address common problems ranging from how to search the Web to find market data and other information, to how to conduct competitive intelligence, and determine royalty rates and other clauses for term sheets.\u003c\/p\u003e \u003cp\u003eThere is a famous saying from the comedian Milton Berle, \"If opportunity doesn't knock, build a door.\" This book teaches you how to build doors for technology and how to walk through them to commercial success.\u003c\/p\u003e  \u003cb\u003ePraise for \u003ci\u003eThe Art \u0026amp; Science of Technology Transfer\u003c\/i\u003e\u003c\/b\u003e  \u003cp\u003e\"Phyl Speser's personality comes across in the text—complicated, intrigued, highly rational, insightful, rich in context, and fun. She had me smiling throughout. This work represents the next chapter of the technology transfer profession's development, where it will be all about getting to market with a studied awareness of value. Phyl gives us the tools to get there with a great read, just the focus we are needing in the profession.\"\u003cbr\u003e —Jill A. Tarzian Sorensen, JDExecutive Director, Johns Hopkins Technology TransferThe Johns Hopkins University\u003c\/p\u003e \u003cp\u003e\"Phyl Speser is one of the pioneers in developing the modern practice of technology transfer and in The Art \u0026amp; Science of Technology Transfer, she shares her experiences and philosophy in a well-written, highly readable book that is packed with case studies of both success and failure.\"\u003cbr\u003e —Ashley Stevens, Director, Office of Technology TransferBoston University\u003c\/p\u003e \u003cp\u003e\"This readable book is a must for anyone wanting to look at the technology transfer process from a novel viewpoint. Rather than just recite the nuts and bolts of the process, it illustrates theoretical concepts with real world, practical examples. Any reader will come away with new and useful ways of looking at, and doing, this business.\"\u003cbr\u003e —Kenneth H. Levin, PHD, Deputy DirectorUniversity of Chicago Office of Technology \u0026amp; Intellectual Property (UCTech)\u003c\/p\u003e \u003cp\u003e\"An amazing compendium of philosophy, science, and practical experience that converge to form, literally, the art and science of technology transfer. On any given page, you may find a quote from Plato, a mathematical formula, an intriguing anecdote by the author, or a practical 'how-to' statement. It's written in a very engaging style that keeps you turning from page to page . . . there's enough material in this book to launch a college course on Technology Transfer—nothing is left out!\"\u003cbr\u003e —David Snyder, Vice President—Technology Commercialization Science Applications International Corporation (SAIC)\u003c\/p\u003e \u003cp\u003e\"This is an excellent introduction to sorting out the complex world of technology transfer, eminently useful to both practitionersand students. The text is thorough, filled with the practical examples, details, and guidelines useful to learn and practice this often-arcane subject, while never losing sight of an overarching paradigm for getting new technology out of the lab and into the market. I am certain that other teachers will find it as valuable as I have.\"\u003cbr\u003e —Lawrence Aronhime, Faculty Associate and Lecturer The Johns Hopkins University2005 recipient Johns Hopkins Alumni Association Excellence in Teaching Award\u003c\/p\u003e \u003cp\u003e\"A clear and entertaining presentation of the complexities of technology transfer and intellectual property, this book provides usable, practical information to students and practitioners on every page. \u003ci\u003eThe Art \u0026amp; Science of Technology Transfer\u003c\/i\u003e provides a well-crafted immersion in the processes and practices of moving ideas into the marketplace.\"\u003cbr\u003e —Phil Weilerstein, Executive Director, National Collegiate Inventors and Innovators Alliance (NCIIA)\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990159966437,"sku":"NP9780471707271","price":123.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471707271.jpg?v=1761786733","url":"https:\/\/k12savings.com\/es\/products\/the-art-and-science-of-technology-transfer-isbn-9780471707271","provider":"K12savings","version":"1.0","type":"link"}