Pre-test market results of commercializing new technologies: A case study of Eco-Absorber

Abstract

In general, commercializing new technologies have many problems in the beginning of their lifecycle, especially the process relate to marketing. In case study of commercializing products from Research and Development of University, the commercialization scheme can be made by incubating products along with tenants in an incubator in collaboration with other parties who have capability in market testing (pre-test market). Pre-test market of new products with new technology requires new survey mechanism with many limitations of media survey (sample, market info, user, etc.). This article discusses about pre-test market methodology and the results of commercializing new technologies by using a case study of Eco-Absorber panel acoustic that commercialized by a start-up company. We proposed methodology by using SWOT analysis to determine 4P elements; using 2 stages survey to get appropriate STP, and analyzing the data by using reliability and validity test. Appropriate respondents were chosen by purposive sampling and have obtained data as many as 101 samples. This paper contributes to construct a methodology of pretest market for a new product with new technology to be ready for commercialization and to assist incubator and tenant in decision making for development and improvement product before it is launched into the market as well as product marketing. In conclusion, based on pre-market testing the product of the start-up company is obtained results that Eco-Absorber-ready by the development and improvement in some parts of the panel.