Business school strategies for successful research commercialisation process in Thailand

The research aimed to explore the role of the business school beyond the university technology transfer office as part of empirical research. Data was gathered on alternative products, life span, market size, entry barriers, potential long-run growth rate, trend and taste of potential customers, and total market potential. The study analysed the research outputs of more than 100 products using three techniques: technology readiness levels, General Electric/McKinsey matrix, and consulting, and developed a strategy for bringing individual research-based products to the marketplace. The paper argues that the success of the research commercialisation process relies on the development of appropriate assessment criteria, strategies, business attractiveness, competitive strength of research, and researchers' willingness to commercialise. The business school's role is to formulate strategies appropriate for the circumstances. Thus, business school intervention can create mutual trust between stakeholders and contribute significantly to a thriving research commercialisation process, substantially lessening the likelihood of failure.