The paper aims to present commercialisation models for advanced technologies and services which can be applied in an R&D organisation. Against the background of the literature review on theoretical and practically verified commercialisation models, and marketing strategies and tools, the authors propose an original model, 7MWwBP, composed of several hybrid submodels. The model is intended to support commercialisation processes carried out at R&D organisations. The model is based on the input criteria (the type of innovation and the character of the innovation related to the market demand scale), and it indicates possible commercialisation paths (sale, licence, provision of a service, or a spin-off) and sets of dedicated marketing tools (BTL). The advantage of the model is that an R&D result (innovation) is its focal point, and the whole commercialisation process depends on it. The model aims to mitigate an empirical and research gap as regards commercialisation models suitable for R&D organisations. Furthermore, the model is distinguished by a holistic approach, which is not common for the commercialisation models described in the literature, as they do not comprehensively consider the relationship between the models and the type and character of a technological solution, commercialisation path, and the marketing tools used for commercialisation of R&D results. All the listed aspects are considered and included in the 7MWwBP model, which makes it suitable for the commercialisation of R&D results originating from research organisations, as presented in and substantiated by the example of an actual commercialisation process concerning R&D results in the field of optomechatronics.

The paper is aimed at identifying the state-of-the-art in the field of traditional and innovative management of a new product (the result of R&D works). Against this background, key elements of the management process of new product development (NPD) at R&D organisations, are identified. The main components of the management process comprise the developed implementation models and dedicated marketing tools, with taking into account the specific character of an R&D organisation, whose activities should be focused on the commercialisation of obtained research results.

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