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首页> 外文会议>8th International conference on commercialization of micro and nano systems (COMS 2003) >BEST PRACTICES AMONG COMS 2002 ATTENDEES
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BEST PRACTICES AMONG COMS 2002 ATTENDEES

机译：COMS 2002与会者中的最佳做法

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Commercialization is the successful marketing of innovative products. We are interested in knowing how firms in the MEMS industry carry out this commercialization and whether their technology affects their marketing strategies. To gather information on this, we surveyed top managers of all firms attending the COMS 2002 conference in Ypsilanti Michigan. We asked these managers to describe their first product's technology focus, market strategies and overall success with this combination of technology and market strategy. This paper presents the results of that survey. We find that respondents report that technology does affect their choice of marketing strategy. Large firms tend to develop technologies that evolve from their technological competences developed over a period of time. Furthermore, they tend to sell these MEMS products to their existing customers as replacements or substitutes for their current products. Small firms tend to prefer new technologies for their first product more so than large firms. However, smaller firms market strategies are evenly split between offering replacement or substitute products for customers and initiating totally new products unknown in the targeted industry.rnThese results reinforce those found from analysis of responses from the survey at COMS 2002 in Santa Fe. Moreover, theory suggests that these findings are correct. Large firms will use their technological competencies to develop new products and sell these to existing customers. Small firms typically are entrepreneurial startups and have no existing customers. They tend to use new technology based upon recent R&D. But, they often launch their first product as a replacement or substitute for existing products currently in use by potential customers. This market strategy produces more revenue in a shorter period of time so as to supply operating capital on which the firm can survive.rnThe managers also reported the time required to move from research to first sale of a product. Smaller firms required about one half the time to market than that required by largPerhaps timing is the principal advantage that smaller firms have over large firms in the market for new products.rnThe responses to the performance evaluation items in the survey show that performance is positively related to degree of use of new technologies, time to market and focus on replacement or substitute products. This is the first indication of what technology and strategy choices lead to the greatest success.
机译：商业化是创新产品的成功营销。我们有兴趣了解MEMS行业的公司如何进行这种商业化，以及他们的技术是否会影响其营销策略。为了收集有关此方面的信息，我们对参加在密西根州伊普西兰蒂市举行的COMS 2002会议的所有公司的高层管理人员进行了调查。我们要求这些经理描述这种技术与市场策略的结合，以介绍他们第一个产品的技术重点，市场策略以及整体成功。本文介绍了该调查的结果。我们发现，受访者表示技术确实会影响他们选择的营销策略。大公司倾向于开发从一段时间内发展起来的技术能力发展而来的技术。此外，他们倾向于将这些MEMS产品出售给现有客户，以替代或替代其当前产品。与大公司相比，小公司更倾向于将新技术用于其第一款产品。但是，较小的公司市场策略在为客户提供替代产品或替代产品与启动目标行业未知的全新产品之间平均分配。这些结果加强了对2002年圣达菲市COMS的调查回应的分析得出的结果。而且，理论表明这些发现是正确的。大公司将利用其技术能力开发新产品并将其出售给现有客户。小型企业通常是创业型初创企业，没有现有客户。他们倾向于使用基于最新研发的新技术。但是，他们经常推出自己的第一款产品，以替代或替代潜在客户当前正在使用的现有产品。这种市场策略可以在较短的时间内产生更多的收入，从而提供可以使公司得以生存的运营资本。管理人员还报告了从研究到产品首次销售所需的时间。较小的公司需要的时间比大公司所需的时间短一半。也许时机是较小的公司在新产品市场上比大型公司具有更大的市场优势。rn调查中对绩效评估项目的回答表明绩效与正相关新技术的使用程度，上市时间以及着眼于替代或替代产品。这是什么技术和策略选择可以带来最大成功的第一个迹象。

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