Dissemination and Exploitation of European Projects

Kaur, Bipjeet; Nikander, Jussi

doi:10.1109/eaeeie.2017.8768687

Cited by 1 publication

(2 citation statements)

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“…This is especially important since, despite the efforts of the EC, there is still some confusion about how this activity should be addressed in the EC-funded research (European IPR Helpdesk, 2016). Contrary to traditional frameworks commonly used for implementing E&D activities in EC-funded projects (Kaur and Nikander, 2017), which favour and include in the strategy development only the view of the end-user (Sørensen et al , 2010), the novel framework established an inter-functional approach that combining E&D aimed at accessing and engaging a plurality of diverse stakeholders directly or indirectly impacted by the innovation (Guercini et al , 2020; Koçkaya and Wertheimer, 2018; Thomas et al , 2018). In line with the most recent MA literature (Leone et al , 2021), end-users are just one of the types of stakeholders gravitating in the health-care ecosystem that should be involved in value creation and to effectively design and put in practice an MA strategy.…”

Section: Discussionmentioning

confidence: 99%

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The market access of innovation in health care: insights from EC-funded research

Lettieri

Marone

Spezia

et al. 2022

JBIM

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Purpose This study aims to offer novel insights on how industrial marketing might contribute to bringing innovations to market in the peculiar case of health care. This study aims at shedding first light on how the alignment between dissemination and exploitation activities might contribute to bringing to market innovations developed by public–private partnerships funded by the European Commission (EC). Design/methodology/approach The theoretical development comes from an inductive research design based on the 42-month pan-European H2020 research project NESTORE aimed at developing an integrated portfolio of innovations for the healthy aging of European citizens. Findings This study advances the theory and practice of industrial marketing in health care by conceptualizing an actionable method to align dissemination and exploitation activities within EC-funded projects, facilitating that innovations will go to market. The method is composed of five phases. First, an external analysis to define market opportunities and users’/stakeholders’ needs. Second, an internal analysis to identify the most promising exploitable outputs. Third, scenarios crystallization to define the most suitable scenarios (business models) to bring the selected exploitable outputs to market. Fourth, exploitation and dissemination alignment through the identification and involvement of the most relevant stakeholders. Fifth, scenario refinement and business plan. Originality/value This study is relevant because many EC-funded projects still fail to move innovations from labs to market, thus limiting the benefits for the European citizens and the competitiveness of Europe with respect to the USA and China. Although this relevance, past studies overlooked the peculiar context of EC-funded innovation projects, privileging pharmaceutical and biomedical companies. This study advance theory and practice of industrial marketing in health care.

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Section: Discussionmentioning

confidence: 99%

“…Moreover, the steps proposed in this work can overlap to an extent allowing to iterate through the phases as needed. The flexibility of the framework goes beyond the classical process models traditionally used in more technology-centric projects where each phase should be done only once (Kaur and Nikander, 2017).…”

Section: Discussionmentioning

confidence: 99%