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Check out Dr Uday Phadke’s interview for Advanced Engineering 2017 conference in November 2017, Birmingham, UK.
The commercialisation of science and technology enabled innovation is a serious topic of interest for a wide range of global audiences who share one common objective: to understand how science and technology based ideas can be turned into commercial value more effectively. Despite the vast number of publications addressing entrepreneurship, innovation and strategy there is relatively little in the literature which systematically addresses the structures, processes and mechanisms involved in turning ideas into commercially valuable propositions: this book is intended to directly address this gap.
The approach in Camels, Tigers & Unicorns consists of three fundamental strands:
Research insights based on Phadke and Vyakarnam's large data set covering the different players, technologies, products and services, market spaces, customers and business models
The creation of an explicit new conceptual framework which provides an integrated narrative describing how science and technology-enabled innovation is commercialised
The provision of tools and examples which can be used by firms to develop strategies, agree on priorities and generate plans.
The contents of this book should be of interest to a wide range of audiences including entrepreneurs; leaders and managers in technology firms; scientists and technologists engaged in innovation in academic institutions and corporate environments; lone inventors; groups of scientific entrepreneurs operating outside recognised structures; business and strategy consultants; managers of public and private 'intervention agencies' such as incubators and accelerators; investors; and, policy makers.
Economic Paradigms and the Meso-Economic Environment
The Triple Chasm Model
Chasm-Crossing and Commercialisation Vectors
Customers, Propositions, and Synthesis:
Market Spaces
Proposition Framing and the Competitive Environment
Customer Definition
Technology Development and Deployment
Synthesising New Products and Services
Manufacturing and Assembly
Strategy, Funding, and Go-to-Market:
Distribution, Marketing, and Sales
Commericialisation Strategy
Business Models
Intellectual Property Management
Funding and Investment
Human Capital: Talent, Leadership, and Culture
The Commercialisation Canvas, Actors, and Interventions:
The Commercialisation Canvas for Single-Product Firms
Commercialising Across Borders
Actors, Roles, and Interventions
Innovation in Mature Firms: The Corporate Challenge
Orchestrating the Journey: The Workbench
The Commercialisation Manifesto
Readership: Scientists and technologists, entrepreneurs, educators, start-up firms, larger firms, investors, economists and those responsible for developing and executing industrial polices.
"The book should command the attention of technology-enabled entrepreneurs, at whatever stage on their journey, and also of those in universities responsible for or associated with spinning out companies, because it is so useful. I wish I’d had this guide when building engineering technology businesses myself — as one of the 'Camels' that constitute 98% of technology-enabled businesses, so often outshone by the Tigers and Unicorns …"
Dr Peter Collins serial Entrepreneur now CEO at Permasense
"Phadke and Vyakarnam bring some much needed common sense to the description of the innovation commercialisation process. They also reclaim the word ‘technology’ to cover all technologies rather than be solely focused on digital and software technologies, something I support wholeheartedly. This book will provide valuable insights to anyone involved in the world of science and technology innovation."
Dr Chris Floyd Non-Executive Director of British Engines and ComAp Advisor to high growth technology companies Author of Managing Technology for Corporate Success
"This book is a Tour de Force based upon facts of multiple case studies reduced to a practical set of principles which are relevant to everyone independent of the technology and market opportunity. Mandatory reading for all entrepreneurs are the concepts of the Triple Chasm Model and the twelve Commercialisation Vectors. I am sure the latter will capture the interest of the reader and encourage them to study and take note of the comprehensive wisdom within this book. The book is relevant for all those involved in the creation of technology enabled opportunities be they Corporations, Private Investors, Public Policy creation and of course entrepreneurs themselves."
Dr John Baits CTO DN Capital, VP Engineering intellisense.io
"Is a refreshing and practical addition to our understanding of how science and technology can be converted into innovation. The short, concluding Commercialisation Manifesto - beginning with the need for evidence-based understanding of commercialization and ending with a call for an equally evidence-based discussion of the role of innovation in the global economy — provides a rare and inclusive platform to bring innovators, policy-makers, investors and intermediaries together for an informed and overdue debate on the creation of sustainable value, vital for our collective future."
David Gill MD of St John's Innovation Centre, Cambridge Director of Greater Cambridge Peterborough Enterprise Partnership
"This remarkable book provides a blueprint for developing an effective Industrial Strategy. I commend this book to both business leaders and government ministers in the hope that by using these findings, they will come together to articulate policies which will accelerate economic growth."
Professor David Hughes Managing Director of the Business Innovation Group and visiting Professor of Engineering Management City University, London
Uday Phadke read Engineering at Trinity College, Cambridge and then went on to do a PhD in Aero-thermodynamics at the University of Sussex. He has worked in a wide range of academic, technical, commercial and strategic roles in Europe, North America and Asia over the last three decades.
He has a deep technology background in a number of areas, including aerospace engineering, digital signal processing, remote sensing, electronics, computing & software, medical diagnostics, engineering design, media and telecommunications, financial technologies and digital media.
He has been actively involved in the building of over 100 technology firms over the last two decades, as an advisor, mentor and investor, working closely with technology transfer offices, innovation agencies, incubators and accelerators. He has also been part of the founding team at a number of technology advisory and consulting companies since the early 1980s; since 1997 he has been Chief Executive of Cartezia, the technology business builder based in Cambridge, UK.
He was Entrepreneur-in-Residence at the Judge Business School at the University of Cambridge from 2011 to 2016 and is now actively involved in several innovation policy development initiatives in Europe and Asia.
Shailendra Vyakarnam did his MBA and PhD at Cranfield. He has since combined academic, practitioner and policy interests to provide advice to governments on the development of entrepreneurial ecosystems, technology commercialisation and entrepreneurship education. He has mentored entrepreneurs and held non-executive directorships of small firms in addition to developing growth programmes for SMEs over several years.
From 2003 to 2015 he focused on the development of practitioner-led education for entrepreneurship at the University of Cambridge Judge Business School, where he led The Centre for Entrepreneurial Learning.
Dr Vyakarnam was awarded "Best Entrepreneurship Professor" at the 2nd Asian Business Schools Awards in 2011. In 2012 he was elected to the prestigious European Academy of Science and Arts. He has held Visiting Professorships at University of Reading and University of Aarhus, the Indian Institute of Science and the American University of Cairo.
He has taught and mentored hundreds of entrepreneurs in over 20 countries and continues to live his passion for entrepreneurship as founder, director and advisor to several firms. He is now Director of the Bettany Centre for Entrepreneurship at Cranfield University.
