This document discusses developing new technology products and innovation. It covers several key areas: paradigms for innovation; issues with invention commercialization; product evolution versus revolution; why companies need innovation; examples of innovation; sources of innovation; types of innovation; principles of innovation; and challenges with commercializing university research such as market problems, technology taker problems, legal problems, and institutional problems.
Presented by Dr. Tom Corr, CEO – Waterloo Research and Technology Park Accelerator Centre & Associate Vice President, Commercialization – University of Waterloo
Part of the Ontario Post Doctoral Fellowship Networking Event, October 6, 2008
TOPICS
Research Funding
Who Owns the Intellectual Property?
Commercialization Options
Dealing with VCs
Outcomes of Commercialization Efforts
Presented by Dr. Tom Corr, CEO – Waterloo Research and Technology Park Accelerator Centre & Associate Vice President, Commercialization – University of Waterloo
Part of the Ontario Post Doctoral Fellowship Networking Event, October 6, 2008
TOPICS
Research Funding
Who Owns the Intellectual Property?
Commercialization Options
Dealing with VCs
Outcomes of Commercialization Efforts
More innovation in agri & food by collaborating in a new ecosystem Nur America
By investing in collaboration to build a strong ecosystem, the agri-food companies can create new opportunities for innovation. The cooperation makes developing, maintaining and sharing knowledge easier and increases the optimal functioning of the value chain. Companies in an ecosystem together can devise better solutions that are differentiating and potentially cheaper.
For example, in the high-tech industry cooperation in the ecosystem delivered good results. By considering a wider range of suppliers in other industries and forming new collaborations, the agro & food companies can build their own new ecosystem. In this way they might be able to apply a technology that is used in another industry to a solution for the agricultural and food industry.
Invention to Innovation - Journey of a High Tech Product SavitaKini
Presented at Institute of Product Leadership Webinar - Oct 8, 2014. Discussed the various aspects involved in taking a new product into market. Audience - Wanna be Product Managers, Product Marketers.
This presentation explores some of the underlying issues responsible for declining pharma R&D productivity, and provides a new, fully integrated approach to reverse this trend by navigating R&D projects and portfolios through the risk-return landscape in real time.
A case study demonstrates how this system can be used in practice to improve the risk-return profile of a Phase 2 development project according to risk appetite.
This presentation focuses on R&D in the pharmaceutical industry, however the approach can be used to manage and optimize the risk-return profile of any business asset at any stage of its lifecycle, at any level, in any industry.
Reasons for failure of innovation; Economics of innovation; Importance of innovation management; Innovations strategies for a nation and an organization; Traits of innovative organizations; Types of innovative organizations; Management of innovation
On 2/9/2016 I presented this workshop that the Social Media Strategies Summit in Las Vegas. The key objectives are listed below.
Attendees that participate in this workshop will receive:
An outline of how to develop a brand strategy that can be used to articulate consistent brand messaging across all social media platforms.
A framework to assess the vast array of social media tools available to determine which tools will help achieve maximum efficiency.
A complex overview of several social media tools and specific use cases that will have an immediate impact on their social media strategy
A list of the necessary tools to convey the importance of employee advocacy to key stakeholders within their business.
This presentation explains importance and genesis of quality assessment framework used by NAAC for assessing quality of education in higher education institutions
Technology is an integral part of business. Development or adoption of new technology can lead to competitive advantage. From a strategic perspective, technology should be seen as the enabler of the business model to create and deliver value to customers. It is the means rather than the end goal. With this in mind, companies should develop a formal Technology Strategy to support their business objectives. This presentation puts forward a simple framework called the Technology Strategy Canvas.
This presentation discusses the Lead User Strategy that systematizes and formalizes the process of innovation. 3M is an ever innovating company and Lead User method helped it come up with many breakthrough innovations. The Lead User Methodology was proposed by Eric von Hippel. Many companies have used the method to their benefit. While innovation is always a much sought after virtue, there is no definitive and sure-shot way to continuous innovation. Lead User Method is one way to make systematic the process of innovation. it significantly increases the chances of success. Lead Users are often those who use an improvised arrangement (Indian 'Jugaad') as there are no commercial dedicated solutions available, using existing products or technologies to solve their purpose in a way that was perhaps not initially intended of the product/technology. So lead users can be potential source of new product ideas.
More innovation in agri & food by collaborating in a new ecosystem Nur America
By investing in collaboration to build a strong ecosystem, the agri-food companies can create new opportunities for innovation. The cooperation makes developing, maintaining and sharing knowledge easier and increases the optimal functioning of the value chain. Companies in an ecosystem together can devise better solutions that are differentiating and potentially cheaper.
For example, in the high-tech industry cooperation in the ecosystem delivered good results. By considering a wider range of suppliers in other industries and forming new collaborations, the agro & food companies can build their own new ecosystem. In this way they might be able to apply a technology that is used in another industry to a solution for the agricultural and food industry.
Invention to Innovation - Journey of a High Tech Product SavitaKini
Presented at Institute of Product Leadership Webinar - Oct 8, 2014. Discussed the various aspects involved in taking a new product into market. Audience - Wanna be Product Managers, Product Marketers.
This presentation explores some of the underlying issues responsible for declining pharma R&D productivity, and provides a new, fully integrated approach to reverse this trend by navigating R&D projects and portfolios through the risk-return landscape in real time.
A case study demonstrates how this system can be used in practice to improve the risk-return profile of a Phase 2 development project according to risk appetite.
This presentation focuses on R&D in the pharmaceutical industry, however the approach can be used to manage and optimize the risk-return profile of any business asset at any stage of its lifecycle, at any level, in any industry.
Reasons for failure of innovation; Economics of innovation; Importance of innovation management; Innovations strategies for a nation and an organization; Traits of innovative organizations; Types of innovative organizations; Management of innovation
On 2/9/2016 I presented this workshop that the Social Media Strategies Summit in Las Vegas. The key objectives are listed below.
Attendees that participate in this workshop will receive:
An outline of how to develop a brand strategy that can be used to articulate consistent brand messaging across all social media platforms.
A framework to assess the vast array of social media tools available to determine which tools will help achieve maximum efficiency.
A complex overview of several social media tools and specific use cases that will have an immediate impact on their social media strategy
A list of the necessary tools to convey the importance of employee advocacy to key stakeholders within their business.
This presentation explains importance and genesis of quality assessment framework used by NAAC for assessing quality of education in higher education institutions
Technology is an integral part of business. Development or adoption of new technology can lead to competitive advantage. From a strategic perspective, technology should be seen as the enabler of the business model to create and deliver value to customers. It is the means rather than the end goal. With this in mind, companies should develop a formal Technology Strategy to support their business objectives. This presentation puts forward a simple framework called the Technology Strategy Canvas.
This presentation discusses the Lead User Strategy that systematizes and formalizes the process of innovation. 3M is an ever innovating company and Lead User method helped it come up with many breakthrough innovations. The Lead User Methodology was proposed by Eric von Hippel. Many companies have used the method to their benefit. While innovation is always a much sought after virtue, there is no definitive and sure-shot way to continuous innovation. Lead User Method is one way to make systematic the process of innovation. it significantly increases the chances of success. Lead Users are often those who use an improvised arrangement (Indian 'Jugaad') as there are no commercial dedicated solutions available, using existing products or technologies to solve their purpose in a way that was perhaps not initially intended of the product/technology. So lead users can be potential source of new product ideas.
Ημερίδα 3 Ιουνίου 2015
"Μεταφορά τεχνολογίας από την έρευνα στη βιομηχανία"
Αμφιθέατρο Α.Ε.Ι. Πειραιά Τ.Τ.
2ο workshop «Εκπαίδευση για τα στελέχη μεταφοράς τεχνογνωσίας»
Παρουσίαση: "Τα σεμινάρια στρατηγικής για την αξιοποίηση προϊόντων έρευνας" - Μάνος Σοφιανόπουλος, Σύμβουλος Μεταφοράς Τεχνολογίας- Διαχείρισης έργων
Research and Development (R&D) is a process by which a company obtains new knowledge and uses it to improve existing products and introduce new ones to its operations. R&D is a systematic investigation with the objective of introducing innovations to the company’s current product offerings. It achieves this by adding improvements to the current goods and services or introducing a new product offering. Research and Development (R&D) theme Research and development are applied across different industries and sectors
Working with scientific partners can help your team increase their skills and also help your company make significant progress in technology.
Whether you are looking to fund an academic research project on a strategic issue, to create a consortium of partners for a collaborative project (Horizon2020) or in a more timely manner to overcome a technological issue ... you must work with research centers that understand your blocking issues and challenges.
However, the criteria for identifying potential future partners may vary significantly depending on your needs. You might be looking for:
Scientific Excellence
Academic studies, original works
New approaches, original works
International Dimensions (influential networks)
Experiences in projects with industrial groups
...
You will discover how expernova.com, the global R&D partners search engine will facilitate your decision and possibly challenge your historical partnerships.
Dependent origination as a natural governing lawMurray Hunter
The following paper explains the concept of dependent origination and its place in Buddhist Dharma
(teaching).Dependent origination is then described as a heuristic and discussed in relation to James Lovelock’s
GAIA hypothesis, the solar system, the economic system, the social environment, event phenomena and
entrepreneurial opportunity, consciousness and self concept, and the ethical standpoint.
When there is this, that is
With the arising of this, that arises
When this is not, neither is that
With the cessation of this, that ceases
- Law of Universal Nature
Missed Opportunities: Inward Focus on Domestic Issues and Parochialism May Le...Murray Hunter
Missed Opportunities: Inward Focus on Domestic Issues and Parochialism May Lead to a Start-up Delay or “Watered Down” ASEAN Economic Community (AEC) in 2015
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
12. Invention Less than 2% of filed patents are ever commercialised Does a new invention have consumer benefits or create any competitive advantage? Can consumers accept the new invention?
14. Evolution Verses Revolution Changing Technology (slow to Change) Changing Lifestyles Cheap Clothes Available (substitute) Had to Reinvent the Company due to Slow Product Development
31. Present time The Future The Past A Radical change in technology Will radically change the timeline into a new industry This changes the parallel of the market gradually We know the past and present The effect of competitor innovation will bring product evolution Without any changes our timeline will remain relatively unaltered
32. Present time The Future The effect of competitor innovation will bring product evolution The Past Without any changes our timeline will remain relatively unaltered This changes the parallel of the market gradually A Radical change in technology We know the past and present Will radically change the timeline into a new industry
36. Product Lifecycle IP Value & Novelty Potential Profitability IP Value Competitive Risk Taking Concept Risk Taking Profit Late Majority Late Followers Pioneers Early followers Early Majority Time
62. Principals of Innovation Scan opportunities through purposeful processes Be both conceptual and perceptual – get out into industry To be effective, it has to be simple and focused – has to be used by average people Pursue ideas that are going to make major change Market knowledge is important
63. New Knowledge Innovation is the most risky Better to focus on other sources of innovation: ie, applications of existing ideas and technologies as new knowledge technology development is extremely long term. Bright ideas are the riskiest source of innovation and rarely succeed. Receptability is always the problem (look at patents files but never commercialised) Issues about University Commercialization
64. Introduction Traditionally Research has been: ● Single disciplinary ● Followed personal interests of researchers ● Research output objectives: ►a paper ►a conference presentation ● Not part of any strategic research plan
65. Researchers’ Environment Teaching commitments Intellectual and market isolation Research driven by need of funding Little expectation other than ‘traditional research output’ ‘Lukewarm’ supportive environment Something that is expected
66.
67. No or limited economic study or little consideration to scale up potentialNB: to bioprocess engineer has this as a fundamental consideration (difference between scientist and engineer)
68. Types of Research Pure Basic Research Experimental and theoretical work undertaken to acquire new knowledge without looking for long-term benefits other than the advancement of knowledge
69. Types of Research Applied Research Original work undertaken primarily to acquire new knowledge with a specific application in mind
70. Types of Research Strategic Basic Research Experimental and theoretical work undertaken to acquire new knowledge directed into specified broad areas that are expected to lead to useful discoveries
71. Types of Research Experimental Development Systematic work, drawing on existing knowledge gained from research and/or practical experience, that is directed to producing new materials, products or devices, to installing new processes, systems and services, or to improving substantially those already produced or installed.
72. Types of Research Experimental Development Systematic work, drawing on existing knowledge gained from research and/or practical experience, that is directed to producing new materials, products or devices, to installing new processes, systems and services, or to improving substantially those already produced or installed.
73. Types of Research Collaborative Research research projects jointly developed by the university and the external partner
74. Types of Research Contract Research request made by industry or government agency for a specified research project to be carried out with identified aims & objectives
75. Types of Research Sponsored Research granting agencies advertise a call for applications and applications are normally peer reviewed. Research projects are normally basic or strategic but not normally concerned with commercial outcomes
76. Types of Research Consultancy project involves buying the skills and expertise (background IP) of university staff, as well as infrastructure to work on a specified project
77. Types of Research Demonstrative Research Seeks to answer a question or solve a problem from data collected, usually un-replicated, for the purposes of demonstrating a concept or process to a group, or a method, part of skill development or experiential learning
78. Thus research will stem from Basic Research to Applied, Collaborative, demonstrative & Contract Research
80. Problems Associated with Commercialisation Market Technology takers Legal Institutional Technology Other
81. Market Problems Failure of invention to meet market needs Small size of target market Lower price than expected Unable to gain distribution Lack of market research
82. Technology Taker Problems Lack of willingness of companies to take up technology Disagreements on terms and conditions of technology transfer Perceived complexity of technology and risk Limited human resources on the part of companies to put time into implementing the new technology or launching the product Not familiar with industry Financially weak Returns not attractive enough High capital expenditure not worth the risk Limited distribution capability
83. Legal Problems Lack of Clear and clean patent ownership Government regulations Legal costs Due diligence and burden of risk License exclusivity Long period of time for patent grant
84. Institutional Problems Too many people to deal with at the university or research institute Low priority by university administrators to allocate resources for patents, contract research, consultancy, technology transfer and education services High cost of licensing Post license technical support offered by university Researcher leaves institution Researchers too many projects (time constraint) Lack of expertise in commercialisation unit
85. Competency and Strength of Research Institutes/Universities Investors expect complete technology transfer R&D Institutes offer to development stage Research Laboratory Results Development Pilot Plant/ Prototype Commercialisation Industrial Scale Technology Transfer Strong Moderate/ Strong Moderate/Weak Tan Sri Dr. Yusof Basiron, Commercialisation of R&D Outputs – MPOB Ex
86. Other Problems Unreliable financial estimates Rely on Government grant that never comes Poor follow up
87. University Organisation Hierarchical Process orientated Procedurised Departmentalised Strong “conformity” values Social goals verses performance goals THIS IS AN EXCELLENT ORGANISATION DESIGN FOR A TEACHING INSTITUTION
88. Conflict Between Organisational Design and the Creative Individual Hierarchical design excellent for time and motion activities – In macro terms a teaching organisation is a time and motion logistical exercise An organic organisational structure has been found to be much more supportive of a creative environment
89. Typical Research Project Structure Problem Potential Applications of Technology Basic Technologies Industry Collaborators Resources Entrepreneurs Potential Product/Process Outcomes Research Institutions Milestones/Expected Outcomes Market or Other Significance for Developed Application Technology Needs Spin-Offs Downstream/Vertical Solution
90. A simple Market Driven Research Model Parameters of problem researched with reference to interdisciplinary frames Theoretical solution thought out, becomes project objectives, with boundaries of industry requirements Industry defined problem or issue Laboratory trial Scaling up Process design Industry implementation
92. Steps in Commercialisation Adopt Market Driven Research Framework View Research in a Product Development Framework View Technology as a means to problem solving rather than an end (i.e., what basic technologies can be utilised?) Seek to develop a multidisciplinary team with industry representatives
93. Steps in Commercialisation (Cont) Once established technology, identify its benefit to particular applications Horizontal diversifications Focus on IDS (Information Delivery Systems) for user friendliness Protect IP Show off Potential applications where potential takers are
94. Some Problems Finding out what the market requires is a skill that needs to be developed There may be no companies involved in a particular niche of an industry sector that we are interested in – This is another barrier to commercialisation in Malaysia Scientists are used to working in isolation to industry
95. The Product Development Process Ideation Developing Product Specifications Market and Application Planning Concept and Prototype Generation Product Registration Product Design Further System Development
96. Steps in the Product Development Process (Cont.) Manufacturing System Design Review Packaging and Product Marketing Review Test Market (Optional) Refining of Product Before Major Launch Major Launch
97.
98. Opportunity is a Construct Vision Platform Resources Networks Having the right Skills Product/Market Strategy Ability to make linkages Anchoring a source of innovation Cognitive, hemispherial & field Perception
99. Opportunity is a Construct Vision Platform Resources Networks Dream, ego, aspiration, greed, survival, education Experience Reference & Benchmark Having the right Skills Product/Market Strategy Ability to make linkages Anchoring a source of innovation Cognitive, hemispherial & field Perception
103. Commercialisation Commercialisation of intellectual property is taking or using the idea, expression, invention, process or other intangible item to the marketplace for the benefit of the holder.
104. Patent Is an exclusive right granted for an invention, which is a product or a process that provides a new way of doing something, or offers a new technical solution to a problem.
105. Manner of manufacture A legal term used to distinguish inventions which are patentable from those which are not. Artistic creations, mathematical methods, plans, schemes or other purely mental processes usually cannot be patented.
106. Industrial Design An industrial design - or simply a design - is the ornamental or aesthetic aspect of an article produced by industry or handicraft
107. Trademark Is a distinctive sign which identifies certain goods or services as those produced or provided by a specific person or enterprise.
108. Copyright and Related Rights A legal term describing rights given to creators for their literary and artistic works (including computer software). Related rights are granted to performing artists, producers of sound recordings and broadcasting organizations in their radio and television programs.
109. Trade Secrets/Undisclosed Information Is protected information which is not generally known among, or readily accessible to, persons that normally deal with the kind of information in question, has commercial value because it is secret, and has been subject to reasonable steps to keep it secret by the person lawfully in control of the information.
112. Figure 4. Two Pathways for the Commercialisation of Research (example for a plant extract) Farm to Consumer As an Intermediate Product Identification of Active ingredient in plant Identification of Active ingredient in plant Preliminary ASSAY Preliminary ASSAY Seek advice on market potential Cultivation, harvesting, extraction, refining, stabilisation, etc Cultivation, harvesting, extraction, refining, stabilisation, etc Collaborate Trials in ‘made up’ formulations, eg shampoo, cream Trials in ‘made up’ formulations, eg shampoo, cream Collaborate Various trials and assays Collaborate Go to market and sell product to customers, supermarkets, direct selling, distributors, etc. Find a distributor Negotiate Agreements (farming, processing, marketing) Product Registration To international market as a raw material fine chemical Little IP Generated Most likely to stay in domestic market IP Generated that is transferable for Value Potentially has a global market Beware of Becoming Dyfunctional