PRODUCT RESEARCH CENTERS: MARKETING OF DEVELOPED PRODUCTS, COMERCIALIZACION DE PRODUCTOS DE CENTROS DE INVESTIGACION

Carmen Castrejon Mata

Revista Internacional Administracion & Finanzas, 2010, vol. 3, issue 3, 55-66

Abstract: Research centers and labs fulfill an important market need; they identify a potential market need for goods and service and develop the product or service to satisfy the specific need. Unfortunately, research centers and labs have failed to market their products and services to consumers. This research identifies the reasons for this failure. The results show that entrepreneurial attitudes toward business, lack of investment capital, inadequate commercialization strategies are to blame. The study offers insights on how to overcome these problems, including developing marketing models to improve investment and project administration.

Keywords: Marketing; product development; technological laboratories and research; needs; market (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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