In recent R&D activities, engineers and researchers are expected to contribute more directly to commercialization than ever before.
On the other hand, we hear daily from many R&D departments that they are unable to commercialize their technologies and that they do not know how to contribute to business and sales.

To address these concerns, we conducted a large-scale quantitative survey of executives at large companies involved in strategy, planning, and new business development in the technology and R&D fields.
The survey asked respondents about their awareness and implementation of “technology marketing” and 20 questions related to “technology-driven new business development.

75.3% of all respondents answered that they are aware of technology marketing. Of this group, only 23.2% answered that they are actually engaged in technology marketing.
The “three barriers” that hinder the commercialization of technology and suggestions for solving these barriers include the need for project-based and organizational efforts to implement technology marketing. (1) Identification of new industries/areas to enter is effective in getting business ideas approved. The identification of new industries/areas to enter is based on proof of profitability.
The key is “technology marketing” to connect the uniqueness of technology with market needs. The decision-making process that hinders the commercialization of product/business ideas and what is necessary to prove the profitability of the industry in which the new entrant is entering. The organizational structure will accelerate the commercialization of technology.