Title: Developing a commercialisation model for innovative products and processes in a petroleum firm

Authors: Soranart Ngamcachonkulkid; Parames Chutima; Somboon Chuaykoblap

Addresses: Regional Centre for Manufacturing Systems Engineering, Chulalongkorn University, Bangkok 10330, Thailand ' Regional Centre for Manufacturing Systems Engineering, Chulalongkorn University, Bangkok 10330, Thailand; Department of Industrial Engineering, Faculty of Engineering, Chulalongkorn University, Bangkok 10330, Thailand ' Thai Oil Public Company Limited, Bangkok 10900, Thailand

Abstract: In Thailand, the petroleum industry is a major contributor to the economy as a supplier of crucial petroleum products. However, due to its geographical location, many multinational oil and gas companies have established their operations in the country. For Thai petroleum firms to remain competitive in the industry, effective commercialisation strategies of inventions to innovations can bring firms competitive advantages in terms of financial returns, business opportunities for partnerships, and advanced operations. Nonetheless, commercialisation of inventions is becoming increasingly difficult due to changes in the market. Firms operating without an explicitly established commercialisation process are at a disadvantage. The objective of this research is to develop a formal commercialisation model suitable for commercialising product and process inventions in Thailand's petroleum industry. The methodology used in this research consists of three stages as follows: 1) develop a preliminary commercialisation model; 2) refine the model; 3) apply the model to a Thai petroleum firm as a case study. As a result, two commercialisation models are developed, namely an industrial commercialisation model and a company commercialisation model.

Keywords: commercialisation model; innovative products; petroleum firm.

DOI: 10.1504/IJPMB.2020.110283

International Journal of Process Management and Benchmarking, 2020 Vol.10 No.4, pp.439 - 461

Received: 21 Oct 2017
Accepted: 05 May 2018
Published online: 13 Oct 2020 *

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