INGENIEUR
INGENIEUR
Figure 4 : Commercialisation process
in the market , how to differentiate the product from its competitors as well as implement effective promotion strategies .
These steps are summarised in Figure 4 .
CONCLUSION
Commercialisation is an important stage in linking the research and development stages of a business . Researchers can choose one of the three paths to commercialisation or a combination of the paths . Duration of commercialisation can be very short but in many cases can take a significant amount of time depending on the nature of the market . In order to minimise the risks during commercialisation , this article outlined systematic steps in the process .
REFERENCE
[
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[ 3 ] D . M . Anderson ( 2011 ), Commercialisation , via : www . halfcostproducts . com / Commercialisation . htm ( accessed : November 2012 ).
[ 4 ] C . R . Carlson and W . W . Wilmot , Innovation : The Five Disciplines for Creating what Customers Want ”, Random House , 2006 .
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[ 7 ] A . R Abu Talib , The Key to Innovation Success - Part 2 , Engineering and Technology , A Publication of the Malaysian Society for Engineering and Technology , MySET , Issue 30 , Sept-Oct , 2015 .
[ 8 ] I . Sanders ( 2009 ) New Product Development Workshop , Sustainable Innovative Solutions Ltd ., paper presented at the New Zealand Trade and Entreprise Seminar , Canterbury .
40 VOL 68 OCTOBER - DECEMBER 2016