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How A Bad Commercial Strategy Can Kill A Great Technology

  • Lecture Theatre 1, London Business School London, NW1 4SA (map)

As a researcher, what does it mean to develop a commercial strategy and if the underlying technology is great (so compelling that it sells itself) do you really need one? We will discuss the ‘sad’ case of a researcher who put his all into commercialising a new technology but who - after burning through his cash had sales that ‘approximated to zero’. We are going to ask whether it was the technology, the market need or his commercial strategy that was to blame. And what he should do next. Along the way we will decompose the elements of a commercial strategy so that you can apply the same framework to yours.

Participants will be emailed some short pre-workshop material to read over 1 week in advance. Please look over this to ensure you are ready to get the most from the workshop.

GUEST SPEAKER: DR JEFF SKINNER

LECTURE THEATRE 1, LONDON BUSINESS SCHOOL, NW1 4SA (6:30 PM TO 9:30 PM)

Jeff Skinner is Director of the Institute of Innovation and Entrepreneurship at London Business School. He actively mentors, encourages and teaches dozens of aspiring entrepreneur MBA students each year. The rest of his time is spent elsewhere in Europe working with scientists who yearn to commercialise their technology and training the technology transfer managers who guide them. Prior to this he was Commercial Director at UCL where he built and ran the spin-out, licensing, R&D collaboration and consultancy units. He holds a PhD from UCL and a MBA from LBS.