CUED Publications database

The process of making the business case for technology: A sales and marketing perspective for technologists

Probert, D and Dissel, M and Farrukh, C and Mortara, L and Thorn, V and Phaal, R (2013) The process of making the business case for technology: A sales and marketing perspective for technologists. Technological Forecasting and Social Change, 80. pp. 1129-1139. ISSN 0040-1625

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Abstract

Technological investment is a key driver of innovation and the evaluation of technology potential is becoming increasingly important in this context. There is a range of approaches and tools for developing an understanding of the value of technology. However the process of communicating this potential to possible customers is not well documented in terms of theory and practice and falls outside the skill set of many technologists. This paper seeks to integrate the concepts of marketing and consultative selling into making business cases for new technologies. It describes an exploratory study which results in an outline process activity model for technologists wishing to build an effective business case for securing investment internally or when selling a technology externally. Following a review of literature, we suggest that there is potential to learn from market research and consultative sales techniques, and propose a five step process. The work has been industrially validated and forms a novel foundation for further development. © 2012 Elsevier Inc.

Item Type: Article
Uncontrolled Keywords: Business case Marketing Practical guide Process perspective Selling Technology development Technology evaluation Tools
Subjects: UNSPECIFIED
Divisions: Div E > Strategy and Policy
Depositing User: Cron Job
Date Deposited: 07 Mar 2014 11:28
Last Modified: 08 Dec 2014 02:18
DOI: 10.1016/j.techfore.2012.07.010