MB 6025 MB 7226 KOMERSIALISASI TEKNOLOGI Introduction COURSE

MB 6025 -MB 7226 KOMERSIALISASI TEKNOLOGI Introduction

COURSE INTRODUCTION

Pendahuluan • Penciptaan teknologi berlangsung cukup lama dan membutuhkan biaya yang besar. • Komersialisasi teknologi merupakan upaya untuk mengganti biaya pengembangan tersebut, selain untuk mengaplikasikan teknologi bagi kehidupan manusia. • Komersialiasi teknologi semakin rumit karena melibatkan banyak faktor dan aktor. • Kuliah MB 6025 -MB 7226 Komersialisasi Teknologi memberikan pengetahuan dasar mengenai komersialisasi teknologi berupa definisi dari komersialisasi teknologi dan model-modelnya. Pengembangan dilakukan dengan riset.

Topik 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Konsep Teknologi Komersialisasi Teknologi Model-model dan Tahapan Komersialisasi Teknologi Peran Perguruan Tinggi dalam Komersialisasi Teknologi Peran Pemerintah dalam Komersialisasi Teknologi Peran Swasta dalam Komersialisasi Teknologi Inkubasi Bisnis berbasis Teknologi Peraturan Mengenai Komersialisasi Teknologi Perilaku Konsumen dalam Adopsi Teknologi Pengaruh Karakter Teknologi dalam Komersialisasi Teknologi Pengaruh Organisasi dalam Komersialisasi Teknologi Pengaruh Konteks dalam Komersialisasi Teknologi

Tujuan Pembelajaran • Cognitive domain: – – – Memahami konsep teknologi Memahami konsep, model dan tahapan komersialisasi teknologi Memahami peran pemerintah, swasta dan perguruan tinggi dalam komersialisasi teknologi Memahami konsep bisnis inkubasi Memahami peraturan yang terkait dengan komersialisasi teknologi Mampu mengidentifikasi pengaruh faktor-faktor penting dalam komersialisasi teknologi • Affective domain: – Mengembangkan minat untuk melakukan observasi mandiri mengenai komersialisasi teknologi di dalam kehidupan sehari-hari

Metode Pembelajaran • Lecturing yang disampaikan oleh dosen • Presentasi dan diskusi mahasiswa, di mana mahasiswa mempersiapkan sebuah critical review mengenai topik tertentu dari komersialisasi teknologi dan mempresentasikannya di kelas untuk didiskusikan • Penulisan paper berupa rencana penelitian sebuah topik mengenai komersialisasi teknologi

Penilaian Item Penilaian Paper kecil 1 Paper kecil 2 Paper kecil 3 Paper final TOTAL Sifat Individual Bobot 20% 20% 40% 100 %

Paper • Paper akan dinilai dari segi materi dan presentasi. • Materi akan dinilai dari kedalaman kajian literatur dan kontribusinya bagi pemahaman kita mengenai komersialisasi teknologi. • Presentasi akan dinilai dari kesiapan materi, kelancaran presentasi, penggunaan waktu dan interaksi saat tanya jawab. Penggunaan bahasa Inggris dalam presentasi menjadi nilai plus bagi anda (hak prerogatif dari dosen). • Bonus bagi paper yang dipresentasikan di sebuah seminar nasional/internasional atau diterima di dalam jurnal ilmiah terakreditasi secara nasional/internasional

Critical Paper Review • Mengetahui state-of-the-art dari BOK dan kontribusi dari paper terhadap BOK • Mempelajari konsep dan definisinya • Mempelajari Ontology, Espistemology dan Methodology dari paper • Mengikuti alur diskusi di dalam paper • Melakukan What-If analysis dan membandingkannya dengan kesimpulan dan saran penelitian lanjutan

INTRODUCTION TO TECHNOLOGY COMMERCIALIZATION

Teknologi Capon and Glazer (1987) • Know-how: information required to produce and sell products or services • Stock of relevant knowledge that allows new techniques to be derived = proper set of knowledge

Klasifikasi. Teknologi Capon and Glazer (1987) • Teknologi bukan produk • Manajemen Teknologi tidak sama dengan Manajemen Produk Baru • Klasifikasi teknologi: – Product technology – Process technology – Management technology

Komersialisasi Teknologi (1) • Secara umum komersialisasi teknologi diartikan sebagai ‘moving technology to a profitable position’ (Siegel et al. , 1995) • Menurut Parker and Mainelli (2001) ada dua titik di mana teknologi bisa menghasilkan keuntungan: (1) paten atau lisensi dari scientific research dan (2) aktivitas product development

Komersialisasi Teknologi (2) Sumber Deskripsi proses komersialisasi teknologi Nevens et al. (1990) Proses komersialisasi teknologi terdiri dari fase ‘design, development, manufacturing, start-up marketing and all subsequent efforts to improve the product’ Siegel, et al. (1995) Proses komersialisasi teknologi merupakan aktivitas ‘to convert or move technology into a profit making position’ Mitchell and Singh (1996) Proses komersialisasi teknologi merupakan aktivitas untuk ‘acquiring new ideas, developing and manufacturing saleable goods and selling the goods in the market’ Shane (2002) Proses komersialisasi teknologi melibatkan ‘identification of customer needs, developing product concepts, designing products and process, prototyping, and manufacturing’ Gardner et al. (2004) Proses komersialisasi teknologi terdiri aktivitas sebagai berikut: ‘conception with inventions, evaluation of the invention, determination and follow-on of the appropriate form of intellectual protection, initial market assessment, further technical analysis, market and competitive analysis, relative value proposition of technology, estimation of the development requirements and time to market, confirmation of commercial interest, establishment of a formal business plan, identification and consideration of appropriate sources of financing and raising such financing. ’

Fase Komersialisasi Teknologi (1) Scientific research Product development Fase 1 Consumption Fase 2

Fase Komersialisasi Teknologi (2) 1. 2. 3. 4. 5. Fase imagining Fase incubating Fase demonstrating Fase promoting Fase sustaining

Fase Komersialisasi Teknologi (3) Concept Phase Technical Market Stage 1. Investigati on Technical Analysis-Step 1. (New, unique& technically feasible) Define concept Confirm critical assumptions Survey state of the art ID critical barriers Evaluate applicability Determine technology Patent, copyright, patent search, license agreement Market Needs Assessment. Step 2. (Product meets clear market demand) Conduct market overview ID pricing structure ID market barriers ID risks ID distribution channels ID trends and competitors Background research materials Sumber: Goldsmith (2003) Business Venture Assessment-Step 3. (Profitable product or venture opportunity) Estimate profit potential Conduct self, enterprise, commercialization assessments ID professional needs ID capital needs Preliminary cost and revenue estimate

Developmen Technical Market t Phase Stage 2. Technically feasibility-Step 4. Market Study-Step 5. Feasibility (Total cost associated to (target customers, market, produce) pricing) Develop working model ID and quantity Test technical features Market size Assess preliminary Customers productibility Volume Conduct manufacturing Prices assessment Distribution Assess Competitors safety&environmental Primary market features research Finalize design Product working model Stage Engineering Prototype-Step Strategic Market plan –Step 3. Developme 7 8. (detailed profile of target nt (Prototype that exactly market) represents product) ID marketing team Develop prototype Define target market ID materials dan Select market channel processes Field test Conduct tests Final based on input - Develop manufacturing suppliers, market & methods customers Materials/functionality prototype of end product Stage Pre-production prototype. Validasi pasar-Step 11. 4. Pengenalan Step 10. (Ltd. production, (make sales) performance&realiability) Establish market Develop production relationship prototype Conduct limited sales Determine production Analyze sales process Survey customers Select manufacturing Refine marketing plan Business Economic Feasibility-Step 6. (Returns justify investment) Formulate financial assumptions Developpro forms ID seed capital Form advisory team Financial model represents business oppotunity Strategic business plan-Step 9. (final financial needs&seed capital) Decide venture or license Finalize intellectual property ID management team Select organization structure Write business plan The business plan Business start up-Step 12. (operational management team) Establish business function Hire staff Execute contracts Secure first-stage

Commerci Technical al Phase Stage Production-Step 13. 5. Growth (Process dependable, raliable&optimized) Prepare commercial design Establish quality control Construct facilities Conduct full production Finalize internal distribution system Production Stage Production Support 6. Maturity Step 16. (Support of product) Maximize production Establish aftermarket support, repairs and spares Warranty service Implement training program Maximum Market Business Sales and distribution_step 14. (Market share growth) Expand distribution Analyze competitor respons Assess customer satisfaction Assess distributor satisfaction Refine product features Growing sales Business Growth-Step 15. ( monitor objectives to business plan) Monitor enterprise position Hire and train personnel Execute contracts Arrange financing Institute vision, mission and management policies Increasing revenues Market Diversification. Step 17. (Identity next generation products) Develop market retention Establish market scan ID new markets ID new products New products Business maturity-Step 18 (generating ROI) Establish SWOT process Invest profits Monitor product life cycle Monitor business trends Monitor management technologies

Fase Komersialisasi Teknologi (4) Technology Readiness Level 1. Basic principles observed and reported 2. Technology concept and/or application formulated 3. Analytical and experimental critical function and/or characteristic proof of concept 4. Component and/or breadboard validation in laboratory environment 5. Component and/or breadboard validation in relevant environment Description Lowest level of technology readiness. Scientific research begins to be translated into applied research and development. Example might include paper studies of a technology's basic properties. Invention begins. Once basic principles are observed, practical applications can be invented. The application is speculative and there is no proof or detailed analysis to support the assumption. Examples are still limited to paper studies. Active research and development is initiated. This includes analytical studies and laboratory studies to physically validate analytical predictions of separate elements of the technology. Examples include components that are not yet integrated or representative. Basic technological components are integrated to establish that the pieces will work together. This is relatively "low fidelity" compared to the eventual system. Examples include integration of 'ad hoc' hardware in a laboratory. Fidelity of breadboard technology increases significantly. The basic technological components are integrated with reasonably realistic supporting elements so that the technology can be tested in a simulated environment. Examples include 'high fidelity' laboratory integration of components.

Technology Readiness Level 6. System/subsystem model or prototype demonstration in a relevant environment Description Representative model or prototype system, which is well beyond the breadboard tested for TRL 5, is tested in a relevant environment. Represents a major step up in a technology's demonstrated readiness. Examples include testing a prototype in a high fidelity laboratory environment or in simulated operational environment. Prototype near or at planned operational system. Represents a 7. System prototype major step up from TRL 6, requiring the demonstration of an demonstration in an actual system prototype in an operational environment, such as in operational environment an aircraft, vehicle or space. Examples include testing the prototype in a test bed aircraft. 8. Actual system completed and 'flight qualified' through test and demonstration Technology has been proven to work in its final form and under expected conditions. In almost all cases, this TRL represents the end of true system development. Examples include developmental test and evaluation of the system in its intended weapon system to determine if it meets design specifications. 9. Actual system 'flight proven' through successful mission operations Actual application of the technology in its final form and under mission conditions, such as those encountered in operational test and evaluation. In almost all cases, this is the end of the last "bug fixing" aspects of true system development. Examples include using the system under operational mission conditions.