advanced search
search help


ipHandbook Blog

Your source for expert commentary on IP management issues.
Go to the blog



Editor-in-Chief,   Anatole Krattiger

Editorial Board

Concept Foundation


Fiocruz, Brazil

bioDevelopments-   Institute

Dealmaking and Marketing Technology to Product-Development Partners
Topic Guide for Research Scientists

Why This Topic Is Important

The processes of market discovery and market formation often occur simultaneously for early stage technologies, which presents great challenges for those seeking to license them. This section discusses the nature of market opportunities for new technologies and how technology transfer can best approach them. For this scientist, this means stepping outside of the world of science, and looking back on your invention to see it for the first time how the rest of the world sees it.

Key Implications and Best Practices: Section 12

Given that IP management is heavily context specific, these Key Implications and Best Practices are intended as starting points to be adapted to specific needs and circumstances.

  • The “unique selling proposition” of your technology—in other words, the features, advantages, or benefits it offers—is probably not the science behind the technology. The science behind an invention is usually not its selling point.
  • Technology marketing is a process by which owners of a technology create relationships, between themselves and potential users, that will enable the technology to be developed and made widely available, through commercialization or other methods.
  • Negotiating between public and private sectors ought not be confrontational and should be seen as an opportunity to forge a long-lasting and mutually beneficial relationship. Put differently, negotiating a fair licensing agreement should not be seen just as a process of “bargaining” toward a win-win outcome.
  • You should think about the practical applications of your inventions. Or dream about them! And share your ideas about what applications you think your invention might have. Good marketing makes a technology understandable and attractive to buyers.
  • As much as your science may be interesting and fascinating, when you speak to potential licensees or investors, it is often best not to place emphasis on the science. Rather, in extremely simple language, stress the potential applications of your invention.
  • Remember to keep an eye on newly published patents and patent applications. They can help inform R&D decisions and keep you abreast of the latest technical developments in your field.
  • Collaborations create contacts. Contacts build networks. Networks provide opportunities.
  • Your contacts and network can help your technology transfer office’s marketing efforts. For example, private sector colleagues may facilitate licensing deals with their organizations.

Recommended Chapters       Show All AbstractsShow All Abstracts

Show AbstractAbstract Business Partnerships in Agriculture and Biotechnology that Advance Early-State Technology
by Martha Dunn, Brett Lund, Eric Barbour

Show AbstractAbstract IP Portfolio Management: Negotiating the Information Labyrinth
by Jeremy Burdon

Show AbstractAbstract Negotiating an Agreement: Skills, Tactics, and Best Practices
by Richard T. Mahoney

Show AbstractAbstract Patent Licensing for Small Agricultural Biotechnology Companies
by Clinton H. Neagley

Show AbstractAbstract Product Development and IP Strategies for Global Health Product Development Partnerships
by Sandra L. Shotwell