Application of Marketing Strategies in Market Development and Commercialization of Emerging Technologies: A Case Study of Nanosys Inc. in the Nanotechnology Industry

In recent decades, commercialization of emerging technologies has become one of the most important strategic concerns of knowledge-based and technology-based companies. Despite having technological capabilities, many of these companies face serious challenges in transforming ideas into products and successfully entering the market. In this regard, marketing management plays a decisive role as a key tool for understanding market needs, creating competitive differentiation, and sustainable development of target markets. The main objective of this research is to analyze the role of marketing strategies in the process of market development and commercialization of emerging technologies, focusing on the case study of Nanosys Inc. in the nanotechnology industry. This company is one of the successful examples in applying nanotechnology in the production of quantum dots and its commercialization in the advanced display market (QLED). The present study uses a descriptive-analytical method and a qualitative approach to analyze marketing processes, management decisions, and interactions with key stakeholders in the path of technology entry into the market. The research findings show that the use of B۲B marketing strategies, focusing on developing strategic partnerships with large industrial companies, and emphasizing the technical and economic benefits of the product were key factors in the commercial success of this technology. The results also show that aligning the marketing process with commercialization goals and planning based on market analysis will pave the way for creating a sustainable competitive advantage for technology companies in dynamic industrial environments. This research can be used as an applied model for managers, technology policymakers, and innovation ecosystem activists.

کلیدواژه ها:

Technology commercialization ، emerging technologies ، marketing management ، market development ، marketing strategies ، Nanosys Company ، nanotechnology ، industrial marketing ، technological innovation ، competitive advantage ، case study ، business management ، technology transfer ، B۲B marketing ، technology-based companies