Bridging the Gap in the Technology Commercialization Process: Using a Three-Stage Technology–Product–Market Model

Minseo Kim, Hyesu Park, Yeong-wha Sawng and Sun-young Park
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Minseo Kim: Department of Management of Technology, School of Business, Konkuk University, 05029 Seoul, Korea
Hyesu Park: Department of Management of Technology, School of Business, Konkuk University, 05029 Seoul, Korea
Yeong-wha Sawng: Department of Management of Technology, School of Business, Konkuk University, 05029 Seoul, Korea
Sun-young Park: Department of Management of Technology, School of Business, Konkuk University, 05029 Seoul, Korea

Sustainability, 2019, vol. 11, issue 22, 1-16

Abstract: This study proposes a new “three-stage technology–product–market” model to analyze the technology commercialization process. This model revises the technology acceptance model to more accurately consider the market potential of new technologies from a consumer perspective. This approach can be used to supplement developers’ own evaluations of technology. To test the model empirically, an online survey of 350 end users was conducted regarding their intention to purchase the “Wireless USB,” which uses “Zing” technology and was developed by the Electronics and Telecommunications Research Institute. The data was used to test the model using a structural equations approach. We indirectly confirmed the existence of gaps in the technology commercialization process by verifying the mediating effects of the productization stage. Results suggest that end users may not purchase a product, even if they perceive the technology to be innovative; the product purchase intention is significantly influenced by its perceived value. Therefore, developers must understand the concept of technology value for productization in order to refine a technology according to market demand.

Keywords: technology commercialization; technology commercialization gap; three-stage TPM model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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