Slot 4

Translating Technology into Commercial Products & Services
Uday Phadke, Cartezia, UK


This course will provide an overview of how science and technology-enabled innovation can be commercialised. It will describe the commercialisation journey and the key vectors which govern this journey: the external market-facing vectors, the internal resource-based vectors and the composite vectors which shape commercial strategy and business models.

- Session 1: Understanding the Commercialisation Journey. This will discuss the diffusion process at the heart of technology commercialisation and describe the Triple Chasm Model and the key Vectors which enable this transformation.

- Session 2: Unpacking the 4 External Vectors, which will explore the four external vectors critical for commercial exploitation: Market Spaces, Proposition Framing and the Competitive Environment, Customer Definition and Distribution, Marketing & Sales.

- Session 3: Unpacking the 6 Internal Vectors, which will discuss the key drivers for building successful firms: Contingent Technology Deployment which explores the different options for technology commercialisation (base and application technologies, platforms, tools, products and services), managing intellectual property, synthesizing products and services, manufacturing and deployment, human capital management (including leadership and culture) and funding and investment.

- Session 4: Unpacking the 2 Composite Vectors, which will look at Strategic Commercialisation options and priorities and the Business Models which underpin successful commercialisation. + The challenges of Scale-up and applying vector-driven approaches to define priorities and create Execution plans.


Uday's career over the last thirty five years has spanned three distinct but related areas: commercial businesses enabled by science and technology; academic research and teaching in technology and business; and the design and promotion of national and international innovation initiatives. His primary strength is in creating and delivering vision-based change underpinned by a detailed understanding of the key issues.

He has been Chief Executive of Cartezia the Cambridge-based technology business builder since 1997. He was an Entrepreneur in Residence at the Judge Business School at Cambridge University from 2011-2016 and is also a part-time Academic Director at the Moller Centre at Churchill College, Cambridge working on Innovation and Executive Education Programmes. He has worked extensively across Europe, Asia and North America, including Technology Strategy Programmes for the EU Framework Programme and the Conference Board in the United States and Innovation Programmes in India for the CSIR.

Dr Phadke is the author of a new book published in February 2017 called 'Camels, Tigers & Unicorns: Rethinking Science and Technology-enabled Innovation'. The book addresses the big gap in understanding how science and technology-enabled concepts, products, and services are converted into commercial value: it provides practical tools and guidance for entrepreneurs and intervention agencies, strategic insights for corporate innovation, and a blueprint for developing more effective national Industrial Strategies.

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