How can an organization use its strengths to attack new markets?

Over the years, your company's R&D teams have developed a wide variety of technologies. In many cases, these technologies have led to the creation of intellectual property (IP). It may be worthwhile to evaluate how these technologies or this IP could be used to create new sources of value in other markets.

Amortizing R&D costs over a larger number of applications is clearly attractive. Especially as these technologies are generally well mastered, adaptation to other markets can be rapid from a purely technical point of view. For a marginal R&D cost, new and potentially profitable markets are likely to open up in this way.

The first step is to map these technologies and the associated intellectual property. Then, for each of them, it will be necessary to assess its capacity to create value outside the core market in which it has been applied. Once these new markets have been identified, ideas for exploration can be put forward.