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Technology Marketing: dealing with non-technological barriers to innovation

Due to increasing globalisation, universities and research organisations are faced with the necessity of making their knowledge and technologies available to society and play a leading role in global innovation. One of the major challenges faced by research organisations is that they work on technologies for which the market does not yet exist or needs to be developed. This requires research organisations to analyse the environment, its framework conditions and identify any possible barriers very early in the innovation process.

Sometimes universities and research organisations fail to turn research results into marketable products or services, not because of lack of scientific excellence or technical innovativeness but, because of non-technological barriers such as economic, environmental, social, regulatory, or legal obstacles.

While technical barriers might be worked out by scientists, non-technical barriers are much more difficult for them to solve and might require support from knowledge transfer professionals. With the project Deep Market Insight, funded by the German Federal Ministry of Education and Research, the German Aerospace Center (DLR) is developing a method and service that, among other things, is intended to identify precisely these innovation barriers and show ways to overcome them.

In this webinar, examples will be given which make such a tool necessary and first approaches to the solution will be presented. The aim is also to exchange views and discuss the relevance of this topic with the knowledge transfer community.

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