The Art and Science of Technology Transfer Book

	Acknowledgments	xiii
	About the Author	xv
	Preface	xvii
	Introduction	xxi
Part 1	The Game of Technology Transfer
Chapter 1	The Pieces	3
	Introduction	3
	The Problem with Models about Human Behavior	4
	Constructs	6
	Portraying Constructs	7
	Deals	7
	Technologies	15
	Practices	23
	Players	33
	Conclusion	38
Chapter 2	The Board	39
	Introduction	39
	Arenas	39
	Channels and Messages	42
	Supply Chains	44
	Users and Buyers	48
	Competitors	55
	Markets	59
	Stakeholders	64
	Conclusion	67
Chapter 3	Strategies	69
	Introduction	69
	Technology Niches	70
	Nash Equilibriums	72
	Making Technology Conducive for Nash Equilibriums	74
	Objectives	85
	Tactics	96
	Competition	99
	Windows of Opportunity or Being Just-in-Time	100
	Conclusion	102
Part 2	Market Research
Chapter 4	Finding the Customer	105
	Introduction	105
	What We Have to Sell	105
	Functionality	105
	Characteristics	114
	Features	117
	Product, Process, or Service	118
	Finding the Application	121
	Finding the Customer	133
	The End User	133
	Buyers	139
	Conclusion	144
Appendix A	Intellectual Property	146
	Patents	147
	Trade Secrets	149
	Trademarks	149
	Copyrights and Masks	150
	IP Control	150
Chapter 5	Competing Technology	155
	Introduction	155
	Redundancy	156
	Relation to the Dominant Design	159
	Who Is Selling?	163
	Who Is Emerging?	165
	Time	167
	Conclusion	171
Chapter 6	Markets	173
	Introduction	173
	Market Barriers	174
	Market Forces	180
	Estimating Market Size	189
	Estimating Market Share	197
	Conclusion	200
Part 3	Strategy
Chapter 7	Positioning the Technology for the End User	203
	Introduction	203
	Take-Off	204
	Umpf	205
	Goals	209
	Competitive Advantage	214
	Performance	216
	Ease of Use	219
	Price	223
	Time	227
	Window of Opportunity	228
	Value Propositions	232
	Conclusion	235
Appendix A	Technikos	237
	Using Web Search to Develop and Test Hypotheses	237
	Interviewing to Test Hypotheses	240
Appendix B	Presenting Your Technology	242
	Pre-Nondisclosure	242
	Post-Nondisclosure (But Pre-Deal)	242
	Investor Presentations	243
	Post-Deal (Fully Executed Contract)	243
Chapter 8	Launch Tactics	245
	Introduction	245
	SWOTs	246
1	Pick the Positioning	248
2	Determine the Strengths and Weaknesses	249
3	Determine the Opportunities and Threats	251
4	Look at the Intersection	254
	Looking Forward: Launch Tactics and Finding the Target	260
	Channels and Messages	262
	Rhetoric and Messages	265
	Conclusion	267
Part 4	Doing Deals
Chapter 9	Finding the Target	271
	Introduction	271
	Market Alignment	272
	Technology Alignment	282
	Alignment on Capabilities	290
	Attitude toward Risk	291
	Conclusion	294
Chapter 10	Valuing the Technology	295
	The Basics: Discounted Cash Flow	296
	Approaches to Valuation	297
	Not Stupid Methods	297
	Stupid Methods	300
	Non-Revenue Value and Its Valuation	301
	Revenues	302
	Expenses	310
	Quick Recap	314
	Risk	315
	Conclusion	324
Appendix A	Why Real Options Are a Waste of Time	326
Chapter 11	Doing the Deal	329
	Planning for Negotiations	332
	Relationships	333
	Intellectual Asset Package	341
	Economics	344
	Planning the Game in Extensive Form	349
	Negotiating	351
	Setting the Stage	351
	Pulling It Off	356
	Conclusion	360
Chapter 12	The Twelve-Step Program	363
	Index	369