Fazlynn Azrul’s Post

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Communication Specialist | MSc Consumer Behaviour, BSc Psychology

📌 Save this in your calendar if you're keen to learn more about 'technology marketization'. Drawing on insights from 📋 87 interviews with technology managers, the seminar will discuss how to convert early-stage technologies born in university labs into innovations. It's on tomorrow (Wednesday). Do share with your contacts who might be interested! 📅 9th October ⏰ 12.30 - 13.30 CET / 11.30 - 12.30 BST 🎤 Dr. Sven Molner #technologymarketization #earlystagetechnology #technologyseminar #onlineseminar #technologytalk #technologydiscussion #marketingtalk #marketingseminar #industrytalk #selfdevelopment #lunchtimeseminar #lunchtimelearning #knowledgesharing

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Associate Professor of Marketing at Radboud University Nijmegen

EMAC SIG Innovation and Stakeholders hosts its inaugural online seminar, by one of its co-chairs, Sven Molner on October 9, 12.30-13.30 CET. Zoom: https://lnkd.in/eANuV6uK Meeting ID: 856 3041 8760 Pass code: 481579 Abstract: Many early-stage technologies emerge from universities and public research institutions which are commercially unstructured, non-market settings. To enable commercialization and innovation, managers must move early-stage technologies from this pre-commercial, laboratory context guided by scientific logic into a commercial setting guided by market logic. We refer to this transition process as technology marketization, a fundamental and yet under-explored marketing activity. Drawing on insights from 87 interviews with technology managers in the context of university technology transfer, we identify and theorize four distinct technology marketization schemas that managers employ to orient their decision-making. These schemas are distinguished by different market epistemologies, modes of uncertainty regulation, and degrees of self-organization. Based on our findings, we argue that technology marketization schemas that view markets as emergent (rather than existent), seek to increase uncertainty (rather than reduce it), and allow for higher (rather than lower) degrees of self-organization are more likely to result in favorable technology marketization outcomes.

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