| 1. |
- Altmann, Peter, 1985, et al.
(författare)
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Frugal Innovation and Knowledge Transferability
- 2016
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Ingår i: Research Technology Management. - Philadelphia, PA : Informa UK Limited. - 0895-6308 .- 1930-0166. ; 59:1, s. 48-55
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Tidskriftsartikel (refereegranskat)abstract
- OVERVIEW: Western firms are generally advised to rely on emerging market partners when attempting to develop frugal innovations for these developing markets. Underlying such advice is the idea that the requirements of emerging market consumers may not be familiar to Western firms and local developers will better understand local needs. We propose an alternative approach for high-tech firms-one that relies on home-based breakthrough R&D focused on emerging market needs. Three frugal innovation projects at a Swedish medical devices manufacturer serve to illustrate both how home-based breakthrough R&D can help managers reconceptualize their core products and the contextual factors favoring such an approach.
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| 2. |
- Altmann, Peter, et al.
(författare)
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Managing Emerging (Mis)Alignments in Data-Driven Servitization
- 2019
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Ingår i: Research technology management. - : Taylor and Francis Inc.. - 0895-6308 .- 1930-0166. ; 62:4, s. 37-45
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Tidskriftsartikel (refereegranskat)abstract
- Overview: Manufacturers moving to service-based business models are generally advised to provide total-care solutions to their customers in order to boost profits and strengthen customer relationships. To reduce the risks associated with such services, service providers often rely on remote monitoring technologies to access data on their products’ health and usage. Our study reveals a tension between the technical development of complex products capable of remote monitoring and the business logic required to commercialize this potential. Specifically, we show that the collaborative value co-creation context within which these products are typically developed requires managers to seek alignment in technical specifications and value co-creation logics simultaneously. However, technical alignment is contingent on factors that can lead to business logic misalignments.
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| 3. |
- Artusi, Federico, 1992-, et al.
(författare)
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Embedding Values into Digital Artifacts : The Case of App Development in the Energy Sector The shift in focus from physical products to digital artifacts requires that designers understand and create new ways to embody values and experiences in the user experience.
- 2022
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Ingår i: Research technology management. - : Routledge. - 0895-6308 .- 1930-0166. ; 65:2, s. 18-28
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Tidskriftsartikel (refereegranskat)abstract
- The shift toward digital offerings poses challenges for companies that are adapting their development process from creating physical products to new digital artifacts. The ways in which companies design physical products and their interaction with customers is not effective in the digital domain. This article outlines how Sorgenia, a fast-growing utility company in Italy, conceptualized and designed the mobile app its consumers use to access its services. The classical dimensions of the user experience (aesthetic, emotional, and symbolic) need to be layered and coordinated throughout the customer’s interaction with the app to make the underlying values emerge progressively. In doing so, customers can be guided to comprehend a digital artifact fully, overcoming the interpretive barriers caused by the lack of physicality.
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| 4. |
- Axelson, Mattias, et al.
(författare)
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The Role of Timing in the Business Model Evolution of Spinoffs: The Case of C3 Technologies
- 2019
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Ingår i: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 0895-6308 .- 1930-0166. ; 62:4, s. 19-26
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Tidskriftsartikel (refereegranskat)abstract
- Overview: The view of time that dominates conventional management thinking, including the Lean Startup movement’s “fail fast and pivot” approach, often leads to failure in the business model evolution of new ventures spinning off from established firms. Timing is critical for spinoffs because it is a key element of the balance between minimizing risk and maximizing opportunity. In the literature on business model evolution and lean startups, however, the issue of timing is given limited consideration. To address this issue, we present and analyze the role of timing in the business model evolution of C3 Technologies, a spinoff from Saab. The results offer insight regarding the use of managed timing to allow evolutionary processes to let the right moment present itself—and enable the organization to move quickly to seize the moment. This approach allows managers to control the evolutionary process despite the high uncertainty associated with exploring new business models.
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| 5. |
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| 6. |
- Björk, Jennie, Docent, 1982-, et al.
(författare)
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Measuring Innovation Effectively-Nine Critical Lessons : Companies looking to improve how they measure innovation can use nine critical lessons organized according to the themes of strategy, organization, and measurement design.
- 2023
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Ingår i: Research technology management. - : Taylor & Francis. - 0895-6308 .- 1930-0166. ; 66:2, s. 17-27
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Tidskriftsartikel (refereegranskat)abstract
- Overview: Few companies and organizations remain innovative for long periods of time, and despite high ambitions, many innovation initiatives fail to yield the desired results. Identifying how best to measure the effectiveness of innovation initiatives is key to ensuring that those efforts actually help an organization achieve its overall goals. This article offers organizations and their leaders practical advice for measuring innovation effectively. Specifically, it defines innovation measurement and its importance in precise terms and summarizes six years of our research on innovation measurement in multiple firms and industries. We articulate nine critical lessons for improving innovation measurement in real-world practice clustered into three overarching themes: Strategy, Organization, and Measurement Design. Each of the nine lessons elucidates a problem, identifies potential consequences, and proposes concrete solutions that organizations can implement as they strive to better measure and, ultimately, improve their innovation management initiatives.
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| 7. |
- Cecchi, Michele Angelo, et al.
(författare)
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How COVID-19 Impacted The Tacit Knowledge and Social Interaction of Global NPD Project Teams The complexity framework offers managers an effective way to analyze problems and to generate solutions to manage tacit knowledge and social interaction in dispersed global NPD project teams.
- 2022
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Ingår i: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 1930-0166 .- 0895-6308. ; 65:2, s. 41-52
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Tidskriftsartikel (refereegranskat)abstract
- Overview: Multinational, technology-intensive companies routinely use globally distributed R&D teams, but COVID-19 represented an additional challenge. Lockdowns and home-office working severely limit human interaction and can impact the communication, social interaction, and knowledge sharing critical to successful R&D. Our study investigated how COVID-19 affected R&D processes at three global companies, using a project complexity perspective. Although R&D managers responsible for global projects are accustomed to the challenges of managing communications, the fact that teams were forced into home-office working made new product development more difficult in several ways. Ensuring that technical details are understood by all members of dispersed teams is crucial. Of particular note, and central to our findings, is the emphasis that R&D managers placed on maintaining a high level of social interaction in their teams, and special efforts were needed to keep interactions at a sufficient level to foster the generation and transfer of tacit knowledge. The findings have strong implications for the way that R&D project management is likely to be conducted in a post-COVID-19 world, and we demonstrate how the complexity framework we used can benefit managers in navigating this and other challenges.
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| 8. |
- Chirumalla, Koteshwar
(författare)
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Managing Knowledge for Product-Service System Innovation : The Role of Web 2.0 Technologies
- 2013
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Ingår i: Research technology management. - United States : Industrial Research Institute, Inc.. - 0895-6308 .- 1930-0166. ; 56:2, s. 45-53
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Tidskriftsartikel (refereegranskat)abstract
- In the emerging service economy, many traditional product manufacturing companies are seeking innovative ways to do business, focusing on product-service combinations. Development of these offerings requires the integration of a wider span of expertise from several companies, which poses new challenges in the way knowledge is captured and managed. On the basis of a case study from an aerospace supply chain, this paper first identifies the limitations of current knowledge-management systems in such a setting and then discusses the role of Web 2.0 technologies in managing knowl-edge across the knowledge life cycle. Web 2.0 technologies have potential to lower barriers to leveraging informal and unstructured knowledge, contextualized information, networks of connections, and collective creation and maintenance of knowledge assets, which could complement current knowledge-management systems in multicompany product development efforts.
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| 9. |
- Dell'Era, C, et al.
(författare)
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Designing an Omni-Experience to Save Retailing : Lessons from an Italian Book Retailer
- 2020
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Ingår i: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 0895-6308 .- 1930-0166. ; 63:3, s. 24-32
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Tidskriftsartikel (refereegranskat)abstract
- Overview: Online-based retailers have made competing in the physical retail industry increasingly challenging. Building strong experiences to differentiate from the online-based players is key to survival. Brands can leverage different forms of engagement, such as sensorial or cognitive ones, to support their customer experience. "Read, Eat, Dream" (RED), a new concept by LaFeltrinelli, the major Italian bookseller, is an example of how to create an "omni-experience" by leveraging customers' lifestyles. This article outlines how LaFeltrinelli conceptualized and implemented the RED concept and presents four key design elements central to creating an omni-experience. By creating an omni-experience, retailers can transform from fulfillment centers to spaces where customers can engage, which in turn increases the length of their visit and occasions for purchase. An omni-experience also establishes the retail store as a reference point for some customers' specific activities.
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| 10. |
- Goffin, Keith, et al.
(författare)
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Countering Commoditization Through Innovation Challenges for European B2B Companies: B2B companies can use a Commoditization-Innovativeness Matrix to identify actions to counteract the pervasive threat of commoditization that exists in many B2B markets.
- 2021
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Ingår i: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 1930-0166 .- 0895-6308. ; 64:4, s. 20-28
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Tidskriftsartikel (refereegranskat)abstract
- Overview: B2B companies are an important part of the global economy, and traditionally they have relied on technological capabilities to compete. Currently, the B2B sector is under increasing pressure, as many B2B companies no longer have a technological advantage, and they also face commoditization. Companies see innovation as a way to compete against these challenges. Although product and process innovation are important in B2B markets, companies need other forms of innovation such as service and business model innovation to create a differentiated offering. B2B managers’ views on the value of market research vary widely, and many are unaware that sophisticated techniques such as ethnography can effectively identify B2B customer needs. Our Commoditization-Innovativeness Matrix is a diagnosis tool that enables B2B companies to identify actions that can counter commoditization. © 2021 The Author(s). Published with license by TaylorXX1Francis Group, LLC.
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| 11. |
- Granstrand, Ove, 1944, et al.
(författare)
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The challenge of closing open innovation: the intellectual property disassembly problem
- 2014
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Ingår i: Research-Technology Management. - 0895-6308 .- 1930-0166. ; 57:5, s. 19-25
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Tidskriftsartikel (refereegranskat)abstract
- This article addresses one of the many unexplored challenges associated with closing open innovation—the intellectual property (IP) disassembly problem. This is the problem of disentangling and allocating IP rights at the closing or termination of an open innovation project or at the exit of one or more of the vital participants. IP disassembly problems may be mitigated (but not eliminated) through contingent contractual provisions at the IP assembly stage. Moreover, provisions can be made at both the assembly and disassembly stages to prepare for and benefit from subsequent IP reassembly in a sequence of project generations over time. An overriding implication is that IP management addressing both IP assembly and disassembly problems is necessary (although not sufficient) for effective governance of open innovation.
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| 12. |
- Huikkola, Tuomas, et al.
(författare)
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Resource realignment in servitization : A study of successful service providers explores how manufacturers modify their
- 2016
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Ingår i: Research technology management. - : Industrial Research Institute Inc.. - 0895-6308 .- 1930-0166. ; 59:4, s. 30-39
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Tidskriftsartikel (refereegranskat)abstract
- When transitioning from a product-centered business model to one focusing on providing services and solutions, manufacturers must realign and reallocate resources to support the new business model. Based on a study of nine leading solution providers that have successfully transitioned from products to services, we demonstrate how manufacturers create new resources and organizational structures to facilitate co-creation of value with customers, leverage existing resources to develop new service products and markets, and systematically release non-core upstream resources to nurture downstream resources.
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| 13. |
- Jovanovic, Marin, 1987-, et al.
(författare)
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Matching Service Offerings and Product Operations: A Key to Servitization Success
- 2016
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Ingår i: Research technology management. - : Taylor & Francis Group. - 0895-6308 .- 1930-0166. ; 59:3, s. 29-36
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Tidskriftsartikel (refereegranskat)abstract
- Many manufacturers are moving to servitization, but making that move successfully requires considering the underlying business logic of a division or product. Differences in existing conditions, such as product characteristics or other business attributes, may determine success in transition to a services-based business model and create challenges for a firm moving, for instance, from a spare-parts model to advanced service contracts. Our study pinpoints a number of key product attributes that define how far a company can move up the service ladder. The findings suggest that the Power-by-the-Hour model pioneered by Rolls-Royce suits products that constitute critical ancillary input to, and not essential elements of, customers' core processes; that require low initial investments relative to high total costs of ownership; that are used in controllable operating environments with measurable performance requirements; and that are associated with high risk and high costs in the event of failure. Further, the service delivery system must be integrated and orchestrated to be product-specific-that is, aligned with the function and operating conditions of the product in use.
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| 14. |
- Kihlander, Ingrid, 1976-, et al.
(författare)
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Critical Factors to Consider When Designing an Innovation Management System
- 2024
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Ingår i: Research technology management. - : Routledge. - 0895-6308 .- 1930-0166. ; 67:3, s. 34-43
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Tidskriftsartikel (refereegranskat)abstract
- Organizations can implement an innovation management system in order to address the multidimensional challenges they often have in their practical innovation work. Until the ISO 56002 standard was released in 2019, there was no international standard for the design of innovation management systems. The standard provides support as a framework and highlights important systems elements. We studied two early adopters that have used this international standard to design their innovation management systems. Based on the study findings, we devised a practical approach for framing the design of an innovation management system. The approach includes a set of steps and critical considerations that include understanding a company’s innovation ambitions and direction, analyzing the systemic dimensions of the system (the elements and how they interconnect), and introducing a balanced set of control mechanisms.
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| 15. |
- Lakemond, Nicolette, 1973-, et al.
(författare)
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Assessing interface challenges in product development projects
- 2013
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Ingår i: Research technology management. - Arlington : Industrial Research Institute. - 0895-6308 .- 1930-0166. ; 56:1, s. 40-48
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Tidskriftsartikel (refereegranskat)abstract
- Product development projects are exposed to a number of challenges, and the significance of different challenges differs among projects. To prepare for these challenges, project managers may benefit from assessing them at an early stage of the project. This paper presents a method that can be used to assess product development challenges in terms of technological and market uncertainty, product and production complexity, and geographical and organizational dispersion. Project managers can use the results from such assessments to justify preventive action, negotiate resources and specifications, and devise processes that fit the specific characteristics of individual development projects.
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| 16. |
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| 17. |
- Linde, Lina, 1989-, et al.
(författare)
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Evaluation of Digital Business Model Opportunities : A Framework for Avoiding Digitalization Traps
- 2021
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Ingår i: Research technology management. - : Taylor & Francis. - 0895-6308 .- 1930-0166. ; 64:1, s. 43-53
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Tidskriftsartikel (refereegranskat)abstract
- In the era of digitalization, manufacturing firms find it difficult to assess what is “the right” digital business model. To avoid common digitalization traps, company leaders and managers need to carefully assess each business model opportunity before committing to implementation and commercialization. We present insights from our case study about the diverse and complex issues related to digital business models. We highlight three digitalization traps and provide a three-phase framework companies can use to evaluate digital business model opportunities and make an informed decision on the commercial prospects for each model vetted.
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| 18. |
- Lyne, M. Bruce
(författare)
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Research institutes have become industry partners
- 2007
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Ingår i: Research technology management. - : Informa UK Limited. - 0895-6308 .- 1930-0166. ; 50:4, s. 42-48
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Tidskriftsartikel (refereegranskat)abstract
- Industrial research institutes used to be government-financed organizations with mandates to advance industrial technology and improve economic competitiveness. Good R&D people were assembled and expected to contribute to the welfare of industry and society without having any clear link to business needs and strategy. Today, institutes have evolved into market-driven hybrids paid for value delivered to industry while still receiving a portion of their funding from public sources. They are strongly networked to enhance the probability of finding rapid and cost-effective solutions to technical problems brought to them by industry. The handling of technology transfer to industry and associated intellectual property rights has been facilitated by model contracts and master alliance agreements, and modern industrial institutes use web-based tools to speed identification of new technologies with high potential, to gauge potential value of those technologies to member companies, and to establish a project strategy that will lead to defensible JP.
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| 19. |
- Magistretti, Stefano, et al.
(författare)
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Look for New Opportunities in Existing Technologies: Leveraging Temporal and Spatial Dimensions to Power Discovery
- 2020
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Ingår i: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 0895-6308 .- 1930-0166. ; 63:1, s. 39-48
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Tidskriftsartikel (refereegranskat)abstract
- Several approaches to developing new technologies are available to companies, but few studies explore how the development process can reveal hidden opportunities in existing technologies. This paper investigates the technology development process to consider how they can discover opportunities that generate higher value for users. Implementing a five-step framework in the discovery process can help identify new opportunities and reveal new application fields for existing technologies.
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| 20. |
- Murtic, Adis, et al.
(författare)
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Strategies to Enhance Knowledge Transfer : Lessons from a Multinational Corporation
- 2024
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Ingår i: Research technology management. - : Routledge. - 0895-6308 .- 1930-0166. ; 67:1, s. 34-46
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Tidskriftsartikel (refereegranskat)abstract
- Overview: To maximize the rent-yield of the innovation and product development process, firms attempt to commercialize knowledge through activities that require effective knowledge transfer. Knowledge transfer remains a challenge for most firms, however, due to the recipient organization’s lack of ability to absorb and apply new knowledge. We examined four knowledge-transfer projects within a large multinational corporation. We identified important actions, lessons learned, and recommendations that practitioners can use to enhance their own knowledge-transfer processes.
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| 21. |
- Parida, Vinit, et al.
(författare)
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Developing global service innovation capabilities : How global manufacturers address the challenges of market heterogeneity
- 2015
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Ingår i: Research technology management. - : Taylor & Francis. - 0895-6308 .- 1930-0166. ; 58:5, s. 35-44
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Tidskriftsartikel (refereegranskat)abstract
- As multinational manufacturing companies pursue service innovation toward global markets, their back-end development units (i.e. R&D headquarters) face immense challenges due to market heterogeneity. Our extensive studies of 14 leading multinational companies in service innovation have identified, analyzed, and ranked challenges to reveal the key steps to building necessary capabilities. Based on our analysis, we explain how back-end units develop four sub-dimensions of global service innovation capabilities (service offerings, digitalization, customer insights, and integrating global knowledge) to manage their relationships with regional front-end units and subsequently drive service innovation. In developing these capabilities, the back-end units progressively learn to collaborate, integrate, and orchestrate processes and activities across and within regional front-end units, customers, and service partners from heterogeneous global markets.
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| 22. |
- Parida, Vinit, et al.
(författare)
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Developing Global Service Innovation Capabilities
- 2015
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Ingår i: Research technology management. - 0895-6308 .- 1930-0166. ; 58:5, s. 35-44
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Tidskriftsartikel (refereegranskat)abstract
- As multinational manufacturing companies pursue service innovation toward global markets, their back-end development units (i.e. R&D headquarters) face immense challenges due to market heterogeneity. Our extensive studies of 14 leading multinational companies in service innovation have identified, analyzed, and ranked challenges to reveal the key steps to building necessary capabilities. Based on our analysis, we explain how back-end units develop four sub-dimensions of global service innovation capabilities (service offerings, digitalization, customer insights, and integrating global knowledge) to manage their relationships with regional front-end units and subsequently drive service innovation. In developing these capabilities, the back-end units progressively learn to collaborate, integrate, and orchestrate processes and activities across and within regional front-end units, customers, and service partners from heterogeneous global markets.
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| 23. |
- Parida, Vinit, et al.
(författare)
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Mastering the transition to product-service provision : Insights into business models, learning activities, and capabilities
- 2014
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Ingår i: Research technology management. - 0895-6308 .- 1930-0166. ; 57:3, s. 44-52
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Tidskriftsartikel (refereegranskat)abstract
- Traditional manufacturing companies are increasingly offering industrial services in order to secure their position in the globally competitive environment. However, little is known about the extent and effect of this transition. Based on a large-scale survey of Finnish manufacturing companies, this study offers descriptive statistics for current industrial service offerings. Merely adding on simple services to a current product offering is shown to be negatively associated with financial performance. Rather, our statistical analysis suggests a thorough and comprehensive organizational transformation is required to generate signifi cant fi nancial value. In addition, qualitative data from globally recognized Swedish and Finnish frontrunner manufacturing companies offer insights into how these market leaders have successfully navigated the organizational challenges of such a transformation to offer successful industrial product-service systems. Based on the data, we outline four distinctive capabilities and associated key learning activities.
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| 24. |
- Sjödin, David, 1983-, et al.
(författare)
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Smart Factory Implementation and Process Innovation : A Preliminary Maturity Model for Leveraging Digitalization in Manufacturing : Moving to smart factories presents specific challenges that can be addressed through a structured approach focused on people, processes, and technologies.
- 2018
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Ingår i: Research technology management. - : Taylor & Francis. - 0895-6308 .- 1930-0166. ; 61:5, s. 22-31
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Tidskriftsartikel (refereegranskat)abstract
- Thedevelopment of novel digital technologies connected to the Internet of Things, alongwith advancements in artificial intelligence and automation, is enabling a newwave of manufacturing innovation. “Smart factories” will leverage industrialequipment that communicates with users and with other machines, automatedprocesses, and mechanisms to facilitate real-time communication between thefactory and the market to support dynamic adaptation and maximize efficiency. Smartfactories can yield a range of benefits, such as increased process efficiency,product quality, sustainability, and safety and decreased costs. However, companiesface immense challenges implementing smart factories, given the large-scalesystemic transformation the move requires. We use data gathered from in-depth studiesof five factories in two leading automotive manufacturers to analyze these challengesand identify the key steps needed to implement the smart factory concept. Basedon our analysis, we offer a preliminary maturity model for smart factory implementationbuilt around three overarching principles: cultivating digital people, introducingagile processes, and configuring modular technologies.
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| 25. |
- Särner, Elinor, et al.
(författare)
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Prospective Sensemaking in the Front End of Innovation of AI Projects
- 2024
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Ingår i: Research Technology Management. - : TAYLOR & FRANCIS INC. - 0895-6308 .- 1930-0166. ; 67:4, s. 72-83
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Tidskriftsartikel (refereegranskat)abstract
- Overview: Using artificial intelligence (AI) to help develop new complex systems poses challenges for less tech-savvy organizations and may prolong the front end of innovation phase. Complications arise from diverging understandings of AI functionality and requirements among involved actors and the difficulties of determining the usefulness of AI in such a complex setting. This article explores a cross-industry project that entailed developing a functional prototype of an AI tool for planning (complex) energy systems in new city districts, engaging both system (domain) actors and AI developers. By analyzing prospective collective sensemaking processes in two episodes from the project, we discovered misaligned sensemaking processes between system actors and AI developers. During the project these actors alternated between "seeking" and "disengaging" sensemaking behavior. We highlight how various prototypes supported alignment in sensemaking processes concerning AI and progress in the project. Practitioners can use the managerial implications to better understand sensemaking dynamics in AI projects and implement suitable measures, like education or support at various stages of the project duration, to mitigate the problems that can arise due to misaligned sensemaking processes. PRACTITIONER TAKEAWAYS: Recognize that the diverse actors in AI projects have different sensemaking needs and that gaps in knowledge may exist. Actively monitor for signs of seeking and disengaging among actors, and support behaviors that facilitate prospective collective sensemaking. Use boundary objects to facilitate prospective collective sensemaking, keeping in mind that the level of detail can support actors in different ways.
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| 26. |
- Thorgren, Sara, et al.
(författare)
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The Role of Psychological Safety in Implementing Agile Methods across Cultures
- 2019
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Ingår i: Research technology management. - : Taylor & Francis. - 0895-6308 .- 1930-0166. ; 62:2, s. 31-39
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Tidskriftsartikel (refereegranskat)abstract
- Overview: This paper emphasizes the cultural challenges of implementing Agile methods. We applied a psychological safety framework in an empirical case where Agile methods were implemented across workplace cultures, which helped define challenges related to psychological safety in three areas: (1) cultural differences related to attitudes toward inclusiveness, (2) cultural differences related to perceptions of and trust in collective responsibility, and (3) cultural differences related to openness in communication. These findings suggest that working across cultural boundaries adds to the challenges with Agile implementation found in other studies.
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| 27. |
- Bianchi, Mattia, et al.
(författare)
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Selling technological knowledge: Managing the complexities of technology transactions
- 2011
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Ingår i: Research-Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 0895-6308. ; 54:2, s. 18-26
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Tidskriftsartikel (refereegranskat)abstract
- With the diffusion of the open-innovation paradigm, more companies are selling their technological knowledge, disembodied from physical artifacts, to other organizations in an attempt to maximize the rent-yield potential of the innovation process. However, extracting revenues from technology sale remains a challenge for most firms due to the peculiarities of technological knowledge as an object of commerce. A study of 30 companies actively involved in technology sale and 75 single transactions illuminates two key aspects of technology transactions: (1) the challenges that the technology sale process entails, and (2) the practices that can be adopted to manage the complexities of technology transactions. CTOs and R&D and technology managers can use these insights to build a firm-level capability in selling technological knowledge.
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