ABSTRACT
Market research will provide the evidence needed to support the potential rewards of engineers innovation for the company and the customer. An innovation will only be successful if a market exists for the new product or service. This chapter addresses other considerations required for commercializing engineers innovation, including business models, values, credibility, legitimacy, location, and strategy. Many managers have interesting and innovative ideas but struggle to move them forward through the ranks of the company. Customers trust the innovative reputation of the engineering and management teams at Apple. A major challenge as a corporate innovator is to present the new product or service in attractive enough form to be interesting to potential customers. Once an innovation is developed and the marketing strategy determined, the next major challenge is presenting the idea to engineers key stakeholders. The project team should realize that the audience reviewing their innovation and listening to their pitch can be conservative and sometimes critical.
