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Publicação
Technology market transfer: integrative work project
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Autores
Orientador(es)
Resumo(s)
This papers' objective is focused on developing a marketing plan for the implementation in the United Kingdom of a new technology to be used in the process of drug discovery. The technology has been developed by a Portuguese biotechnological start-up company known under the name of BIOALVO. (“alvo” = target in Portuguese). The author has performed a complete and thorough analysis of both the company and the United Kingdom environment in order to come up with the appropriate decisions that can guarantee the optimal combination of factors for launching this technology in the United Kingdom. The paper presents evidence on the potential of such technology in the targeted market, as well as data supporting the market choice, segmentation, targeting and the marketing mix choices.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the Faculdade de Economia da Universidade Nova de Lisboa