Chapter 2. Technological Marketing for Early Nanotechnologies

  1. Prof. Dr. Hans-Jörg Fecht2,3 and
  2. Dr. Matthias Werner4
  1. Murielle Batude-Thibierge

Published Online: 13 JUL 2005

DOI: 10.1002/3527604111.ch2

The Nano-Micro Interface: Bridging the Micro and Nano Worlds

The Nano-Micro Interface: Bridging the Micro and Nano Worlds

How to Cite

Batude-Thibierge, M. (2004) Technological Marketing for Early Nanotechnologies, in The Nano-Micro Interface: Bridging the Micro and Nano Worlds (eds H.-J. Fecht and M. Werner), Wiley-VCH Verlag GmbH & Co. KGaA, Weinheim, FRG. doi: 10.1002/3527604111.ch2

Editor Information

  1. 2

    University of Ulm, Faculty of Engineering, Materials Division, Albert-Einstein-Allee 47, 89081 Ulm, Germany

  2. 3

    Forschungszentrum Karlsruhe, Institute of Nanotechnology (INT), P.O. Box 3640, 76021 Karlsruhe, Germany

  3. 4

    NMTC, Soorstrasse 86, 14050 Berlin, Germany

Author Information

  1. University of Stirling Innovation Park, Institute of Nanotechnology, 6 The Alpha Centre, Stirling FK9 4NF, United Kingdom

Publication History

  1. Published Online: 13 JUL 2005
  2. Published Print: 23 SEP 2004

ISBN Information

Print ISBN: 9783527309788

Online ISBN: 9783527604111

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Keywords:

  • nano–micro interface;
  • technological marketing;
  • work definitions;
  • market segmentation;
  • problematic nanotechnologies;
  • collecting information for marketing tools;
  • technical analysis;
  • commercial analysis;
  • defining a price;
  • management thinking and strategic planning

Summary

This chapter contains sections titled:

  • Introduction

    • Managerial Synthesis with Recommendations

    • Working Definitions

      • Nanotechnology Product

      • Innovation

      • Technological Function

      • Application

      • Market Segmentation

      • Translation Process

      • Collective Learning Process

    • Setting the Scene

    • Raison d'être of Marketing, Especially for Nanotechnologies at Early Stages

    • Raison d'être of Management Thinking and Strategic Planning for Nanotechnologies

    • Problematic Nanotechnologies

      • Discovery

      • Integration

      • Exploitation

  • Marketing for a Nanotechnological Innovation

    • Marketing Study Budget

    • Collecting Information for Marketing Tools

    • Technical Analysis

      • Components

      • Functions

      • Matrix of Functions and Applications

      • Value Analysis

      • Technological Competition

    • Commercial Analysis

      • Influence Matrix and Drive/Dependence Matrix

      • Customer Behavior Towards Innovation

      • Analysis of Key Commercial Success Factors

    • Defining a Price

      • The Cost Comparison Study: Step 1

      • The Cost Comparison Study: Step 2

    • Quantified Diagnostic and Simulations

      • Simulations on the Diagnostic Matrix

      • Exploitation of the Diagnostic Matrix

  • Management Thinking and Strategic Planning for Small Nanotechnology Businesses

    • Strategic Planning: from Segment Action Plan to Business Action Plan

    • Co-Developing with a Big Player

      • The Six Sigma Method to Stimulate a Disruptive Change

      • Management Tools for Change

    • Mastering the Translation Process

      • Example

      • Nanotechnology Team Building

    • Formulating a Strategy

    • Implementing the Strategy

  • Conclusions

  • Appendix