Building successful technology transfer teams: A theory of cascading commitment

Abstract

The attempt to transfer a technology from a publicly funded laboratory to a profit-oriented manufacturer can be a lengthy and complex process, involving several organizations and several key individuals within each organization. For example, a product technology transfer team may include the public lab itself, one or more end user organizations during product development and trial, a transfer agency, a public funding agency, the receptor manufacturer, and a private funding agency. Studies of such multi party transfers have suggested many factors that have contributed to their success or failure. We feel that most of these factors can be organized under the rubric of a more general theory of cascading commitment. Specifically, in this paper we propose that the likelihood of a transfer's success can be substantially affected by excellent management of the team building process by the public lab's R&D manager/director. Successful teams are built by gaining the commitment of appropriate individuals from appropriate organizations in a sequential cascading effect, by insightful and customized solicitation of each new team member to join at the appropriate stage of commercialization. To do this, the manager must be cognizant of, and individually appeal to, each new team member's perceptions of three sets of variables: evidence of the prior members' credibility, evidence of the prior members' commitment, and the set of personal benefits to be gained from participation.