Pushing new technologies through business model innovation
by Christian Linder; Sven Seidenstricker
International Journal of Technology Marketing (IJTMKT), Vol. 7, No. 3, 2012

Abstract: Technological innovations are the result of the hard work put in by a few scientists. Even if these scientists come up with promising ideas that have value for consumers, there is never a certainty that these ideas will generate economic success. The reason for this is not lack of desire for the innovation per se rather a lack of a suitable business model. This research carries out a case study on Microban International Ltd., which was founded by four scientists, and has an enviable success record largely due to the business strategy that it adopted. Today Microban is a global supplier and market leader in built-in antimicrobial product protection, engineering durable antimicrobial solutions for original equipment manufacturers (OEMs), and industrial and medical products around the world. To achieve this kind of success Microban had to develop a business strategy that augured a win-win-situation for all downstream partners in the value chain. This case study throws light on Microban's strategic approach and defends it as raison d'être for the company's achievements. Further, the paper raises and discusses questions that relate to the company's future so that it can continue on its path of success.

Online publication date: Fri, 29-Aug-2014

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