Abstract
The life sciences (LS) sector is one of the most innovative and technology-driven industries (Mroczkowski 2012). Consequently, many LS ventures face a high-tech market characterized by a high level of market uncertainty and disruptive innovations. In addition, the life sciences sector is strongly intertwined with regulatory bodies and international agencies, which again tend to increase the level of uncertainty and complexity of the market and the business models applied (Seifert et al. 2008; Jones et al. 2011). Obviously, the complexity of the LS sector also influences typical marketing and sales activities needed to commercialize new products or services and further nurture the venture. The objectives of this paper are to introduce the major challenges for LS ventures in the field of marketing and sales and indicate how best to approach and optimize the commercialization performance of LS ventures.
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