Title: Pushing new technologies through business model innovation

Authors: Christian Linder; Sven Seidenstricker

Addresses: Institute for Human Factors and Technology Management, University of Stuttgart, Nobelstrasse 12, 70569 Stuttgart, Germany. ' Institute for Human Factors and Technology Management, University of Stuttgart, Nobelstrasse 12, 70569 Stuttgart, Germany

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.

Keywords: ingredient branding; co-branding; business models; brands; new technologies; innovation; technological innovations; scientists; consumers; economic success; Microban International; USA; United States; business strategies; market leaders; built-in product protection; antimicrobial product protection; durable solutions; antimicrobial solutions; original equipment manufacturers; OEMs; medical products; downstream partners; value chains; technology marketing; strategic practices.

DOI: 10.1504/IJTMKT.2012.048129

International Journal of Technology Marketing, 2012 Vol.7 No.3, pp.231 - 241

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 23 Jul 2012 *

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