Skip to 0 minutes and 9 secondshello my name is Anne Clark, I am head of department and associate professor from the University of Southern Denmark. I'm part of the CATCH program because I'm a main supervisor from one of the PhD students I'm part of a research team that work with public private information and we've done that for seven years now. We work both with the public side but mainly focus on how private companies can collaborate with the public sites to create new solutions we have looked at a lot of companies and mainly focused in recent time from those who has success with commercializing their product to their to the benefit of the public sector.
Skip to 0 minutes and 55 secondsAnd we have seen some commonalities across the different companies that seem to have success commercializing and their products
Skip to 1 minute and 6 secondswhat we see is that they work with a lot of different stakeholders through the journey of the innovation process so they don't not only look at commercializing and involving stakeholders at the end or in the beginning when they assess what kind of features that is needed in the product they work continuously with the stakeholders and will team stakeholders through the innovation process so that means that work with doctors nurses managers and the purchasers etc.
Skip to 1 minute and 31 secondsin the project but what I mainly will talk about here is that they go in and then look at the values and it's very important for them not only to look at the values that the immediately collaborative partners have and their needs they look at the values that the different multiple suppliers or stakeholders have within this within the hospitals as an example when it comes into cancer so what we have looked at is different kind of values the one you see here is a triangle containing different sort of values it's functional values it's financial values emotional and intangible values so they go in and define clearly what kind of values to the different stakeholders have that we need to to fulfill in this project but importantly as well they don't not only look at the value they also look at the barriers that the product might creates so when you create value for, as an exemplar, doctor.
Skip to 2 minutes and 38 secondsYou might create some barriers for the nurses into this so you need to understand earth values and barriers that you create so that most of the stakeholders is positive to watch your product when when you finalize it but also including the stakeholders and their values in the process you create the markets, you prepare the market for your product when you will finally bring it into the marketplace so so based on this value discussion and barrier and barrier discussion you prepare your product much better to the market than if you only have it at the beginning or in the end.
How private companies cooperate with public science to create new solutions
Prof. Clarke is one of the main academic supervisors for the CATCH programme.
As the Head of the Department of Entrepreneurship and Relationship Management at SDU, her research concerns business to business marketing: segmentation, relationships, user driven innovation, business models. Innovation: spin-off, innovation in networks, corporate venturing, open innovation, product platforms.
In this video, Prof. Clarke will explain the values and barriers of commercialization in healthcare.
Prof. Ann Højbjerg Clarke, Associate Professor in Entreprenuership and Relationship Management, University of Southern Denmark