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1、Greatideas1Greatideasaregeneratedindifferentways.Sometimesanideamaysimplybewhenacompanyexploitsanopportunitytoextendtheproductrange,tooffermorechoicetoexistingcustomers.Oragreatideacouldallowacompanytoenteramarketwhichwasclosedtoitbefore.Companieswhicharepreparedtospendaloto
2、nR&Dmaymakeabreakthroughbyhavinganoriginalideaforaproductwhichotherslatercopy,forexampleSonyandtheWalkman.Intheotherhand,someproductsaredevelopedinresponsetocustomerresearch.Theycomefromcustomerideas.Theseproductsmeetarealneed.Ortheproductdoessomethingfamiliartoanotherproduc
3、t,butfaster,soitsavestime.Somepeoplewillbuynewproductsbecausetheproductenhancestheirstatus-makesthemfeelmoreimportant.Otherpeoplewillbuyany'green'productwhichreduceswasteorprotectstheenvironment,evenifitismoreexpensive.Ifanideaisreallygood-perhapstheproductfillsagapinthemark
4、et-itmayevenwinanawardforinnovation.2DrCook,pleasedescribesomeofthenewideaswhichyourcompanyhasdeveloped.Well,IsisInnovationisacompanyownedbytheUniversityofOxford,andourjobistotaketheideasthathavedevelopedintheuniversity'sresearchlaboratoriesandhelptheresearchersturnthemintoc
5、ommercialopportunities,andwedothisbyeithernegotiatinglicensesorbyhelpingresearcherstostartnewcompanies.Someofthecompaniesthatwe'verecentlystarted,forexample,there'sonecompanywhichusestechnologydevelopedintheengineeringdepartmenttomakecarbodiesmorequicklyandthereforemoreecono
6、mically.Anothercompanywe'vestartedmakeshousesforbeestohelppeoplewho,er,growfruitinorchardstogrowfruitmoreefficientlybecausethebeeshelpthetreesbemoreproductive.Athirdideawe'vehadis,we'vestartedacompanyforarchaeologistswhichtrainsarchaeologistsintheuseofcomputertechniques,buta
7、lsosellsthemthesoftwarethattheyneedtodothis.3And,whatstagesareinvolvedindevelopinganideaandbringingittomarket?Tobuildacompanyonuniversityscience,youhavetobringtogetheranumberofcomponents.Thefirstthingyouneedisabusinessplan,whichwehelptheresearcherstowrite.Wecanthenusethisbus
8、inessplantoraisetheinvestment-thecashthatyouneedtostartthebusiness.Thiscome
