This is the second article in a continuing series that will feature case studies and anecdotal stories from entrepreneurs, consultants and veteran marketers about their efforts to develop, implement and measure marketing programs to bring technology to market and grow market share. We invite your feedback.
By Francis Moran and Leo Valiquette
In last week’s post, we introduced BlueArc, a maker of networked attached storage (NAS) systems for managing unstructured data in high-performance computing applications, and Ken Rosen, a corporate strategy and marketing consultant who worked with the Blue Arc team in the mid-2000s.
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Thank you for being with us for the eighth month of our new blog. In case you missed them, here is a recap of our posts from September.
Last month, we concluded our Commercialization Ecosystem series and launched two new series, Technology Marketing 101, which features anecdotal stories about how a successful marketing program was developed, executed and measured, and A Startup’s Story, which will explore individual startups as they work to bring their technology to market. We welcome your feedback.
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This is the 32nd article in a continuing series that examines the state of the ecosystem necessary to successfully bring technology to market. Based on dozens of interviews with entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers, this series looks at what is working and what can be improved in the go-to-market ecosystem in the United States, Canada and Britain. We invite your feedback.
By Francis Moran and Leo Valiquette
While there will no doubt be the occasional post that will still fall into the Commercialization Ecosystem category, today marks the official end of this series with which we launched our new blog back in February. Next week, we will introduce several new series, but first, let’s conclude our three-part recap of what we have learned about getting technology to market.
Two weeks ago, we began with insights and practical advice on securing investment capital and finding champions to help get your technology to market. Last week, we continued with commercializing university IP, the value of mentor capital and what it means to be lean. Today we conclude with the strategic role marketing must play from day one of a startup, engaging with your community and what role government should play.
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Thank you for being with us for the seventh month of our new blog. In case you missed any, here is a recap of our posts from August, beginning with, in chronological order, the latest installments in our series, The Commercialization Ecosystem.
August 2: Getting university IP to market: How Canada falls short by Francis Moran & Leo Valiquette
August 4: Is your invention novel enough to warrant a patent? by David French
August 10: Getting university IP to market: Who needs to step up? by Francis Moran & Leo Valiquette
August 15: Getting university IP to market: Levering youthful ambition by Francis Moran & Leo Valiquette
August 22: 30 considerations for getting tech to market: Part 1 by Francis Moran & Leo Valiquette
August 29: 30 considerations for getting tech to market: Part 2 by Francis Moran & Leo Valiquette
August 31: File early, file often to accommodate changes in U.S. patent law by David French
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By Ken Rosen
Hai! This Japanese word for “Yes” may be the most famous international communication error in U.S. business folklore.
The tale, of course, is Americans say “Yes” when they agree. But Japanese say “Hai” when they understand the speaker … even if they disagree. Many the proverbial American thought they had agreement with Japanese partners only to realize they were still at square one.
Pepsi hit a less famous speed bump in India in 2004. It ran an ad storyline that it, Coke, and others have run a thousand times in the U.S.: Sports team on field. Sports team thirsty. Child brings drinks. Cue music. What could be cuter, right? Except in India, this was viewed as promoting child labour. Result? Litigation and the comically non-controversial court assertion “no advertisement depicting child labour should be aired until further orders.” (Did I just see your eyes roll?)
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By Francis Moran and Leo Valiquette
