Early identification and marketing of innovative technologies:: a case study of RTD result valorisation at the European Commission's Joint Research Centre

The valorisation of Research and Technology Department results is key to the competitiveness of European industry. The increasing complexity of technological change, together with the societal request to streamline public expenditures, requires the development of methodologies and tools that facilitate the process of identification, selection and transfer of technologies. The methodology presented here facilitates planning at all stages of the innovation process, from invention to commercialisation. A case study shows how the methodology has been applied in the European Commission's Joint Research Centre, including technology identification and the contacting of potential licensing companies. This type of "technology push" action proved very promising for commercialisation of the Joint Research Centre's technologies. The combination and balancing of the different views and interests expressed by all participating actors, ranging from scientists to commercial managers, is the key of this methodology. The market and its internal structure heavily condition the technology supplier and challenge its management and marketing capabilities. The recommendations focus on the appropriate use of strategy, skills and structures, aimed at improving the opportunities for assessing the technology portfolio of a public research organisation. (C) 2003 Published by Elsevier Science Ltd.