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Introduction MB6025-MB7226 KOMERSIALISASI TEKNOLOGI.

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Presentasi berjudul: "Introduction MB6025-MB7226 KOMERSIALISASI TEKNOLOGI."— Transcript presentasi:

1 Introduction MB6025-MB7226 KOMERSIALISASI TEKNOLOGI

2 COURSE INTRODUCTION

3 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 MB6025-MB7226 Komersialisasi Teknologi memberikan pengetahuan dasar mengenai komersialisasi teknologi berupa definisi dari komersialisasi teknologi dan model-modelnya. Pengembangan dilakukan dengan riset.

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

5 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

6 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

7 Penilaian Item PenilaianSifatBobot Paper kecil 1Individual20% Paper kecil 2Individual20% Paper kecil 3Individual20% Paper finalIndividual40% TOTAL100 %

8 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

9 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

10 INTRODUCTION TO TECHNOLOGY COMMERCIALIZATION

11 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

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

13 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

14 Komersialisasi Teknologi (2) SumberDeskripsi 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.’

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

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

17 Fase Komersialisasi Teknologi (3) Concept Phase TechnicalMarketBusiness Stage 1. Investigation 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 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 Sumber: Goldsmith (2003)

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

19 Commercial Phase TechnicalMarketBusiness Stage 5.Growth Production-Step 13. (Process dependable, raliable&optimized)  Prepare commercial design  Establish quality control  Construct facilities  Conduct full production  Finalize internal distribution system  Production 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 Stage 6.Maturity Production Support-Step 16. (Support of product)  Maximize production  Establish after-market support, repairs and spares  Warranty service  Implement training program  Maximum production 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  Implement innovations  Profits

20 Fase Komersialisasi Teknologi (4) Technology Readiness Level Description 1. Basic principles observed and reported 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. 2. Technology concept and/or application formulated 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. 3. Analytical and experimental critical function and/or characteristic proof of concept 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. 4. Component and/or breadboard validation in laboratory environment 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. 5. Component and/or breadboard validation in relevant environment 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.

21 Technology Readiness Level Description 6. System/subsystem model or prototype demonstration in a relevant environment 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. 7. System prototype demonstration in an operational environment Prototype near or at planned operational system. Represents a major step up from TRL 6, requiring the demonstration of an actual system prototype in an operational environment, such as in 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.


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