This document discusses open innovation and how companies can commercialize innovation. It notes that closed innovation, where companies rely only on internal R&D, is less effective than open innovation, which involves seeking ideas externally. The document recommends that companies develop an internal communication plan to promote innovation, define innovation processes for managing and evaluating ideas, and establish a structure and culture that supports innovation. The goal is to help companies in Seville better capitalize on knowledge and access new markets through improved business models and marketing innovation.

1. The Commercialization
of Innovation
Athens, December 5th, 2014

2. The Chamber of Seville
 Innnocamara
 Eco Innova
 Inno Commerce.
 Energy Innovation
 Business advisory
 H2020 support
 Link SMEs to R&D transfer
organizations
Support SMEs Innovation
Innovation to Market

3. Innovation
Introduction in the market of new or improved
products/services to sastify the needs of the society.
In other word we are talking about increasing the income of
the company.
Innovating in,
• Technology
• Organisation
• Commercialization
• Etc…

4. Capitalizing Ideas
Innovation in the
business model
Marketing
Innovation
Experience
Innovation
Service
Innovation
Innovation
In
Implementation
Process
Innovation
Product
Innovation
Technology
Innovation

5. -
Most of innovation projects fail…
And companies that not innovate fail
What should we do?

6. V. S.
Closed Innovation Open Innovation

7. -
CLOSED INNOVATION OPEN INNOVATION
Our employees are the best
professionals
Not all the best professionals work for
us. Seek bright people out of the
company
R&D is the property of our company,
therefore should be an internal
process of the company.
Take advantage of external R&D and
look for opportunities using your
internal R&D.
The Discoverers are the pioneers of
the markets.
The advantage isn´t in the research,
but is in the results (sostenible) of the
research
The winner companies are those that
first implement innovation in the
market
The business model is more important
than being first in the market
If we generate tons of ideas….. We will
win.
If we give better use to the ideas
(internals and externals) …. we will
win

8. The new Innovation
Paradigm
-
Business
A
Business
B

9. Innovation needs of
Seville´s SMEs
-
 The improvement and redefinition of the business model
to reach out new markets
 The implementation of models of Open Innovation
focused on the optimization of costs and increase the real
opportunities of the market
 The use of creative methodologies to generate of ideas
during the innovation process
 The exploration of new ways to capitalize knowledge
 Access to international networks
 Innovation in the marketing & communication process,
included the development of the brand.

10. -
Recommendations
1. Develop a internal communication plan; a
capacity building and incentives programme for
employees
2. Define a structure that support innovation
development
3. Develop a process to manage ideas
4. Define a process to evaluate ideas
5. Promote a innovation culture
6. Define a system to measure innovation

11. -
Summary
Innovation is not difficult to implement
There are many tools to support innovation
Make innovation part of your team tasks
We just need to have the desire to innovate

12. Academic
Research
Biotech Enterprise
BIG PHARMA
Spin
Off
Exit
Virtual Business
Phase I
Acquisition,
partnering,
licensing
Target Identification
Proof of Concept
IntelectualProperty IN-HOUSE SUBCONTRACT
GMP
Pre-Clinical
Phase II
Study Case