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Cases on Technology
Innovation:
Entrepreneurial Successes and
Pitfalls

S. Ann Becker
Florida Institute of Technology, USA

Robert E. Niebuhr
Florida Institute of Technology, USA

Business science reference

Hershey • New York
Director of Editorial Content: Kristin Klinger
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Copyright © 2010 by IGI Global. All rights reserved. No part of this publication may be reproduced, stored or distributed in
any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher.
Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or
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Library of Congress Cataloging-in-Publication Data

Cases on technology innovation : entrepreneurial successes and pitfalls / S.

Ann Becker and Robert E. Niebuhr, editors.
p. cm.
Includes bibliographical references and index.
Summary: "This book presents cases on theory, research, and practice in the areas of technology transfer, innovation,
and commercialization, offering illustrations and examples of entrepreneurial successes and pitfalls in university, industry,
government, and international settings"--Provided by publisher.
ISBN 978-1-61520-609-4 (hbk.) -- ISBN 978-1-61520-610-0 (ebook) 1. Technology transfer--Case studies. 2.
Technological innovations--Case studies. 3. Research, Industrial--Case studies. 4. Entrepreneurship--Case studies. I.
Becker, S. Ann. II. Niebuhr, Robert E. III. Title.

HC79.T4.C385 2010
338'.064--dc22

2009039911

British Cataloguing in Publication Data

A Cataloguing in Publication record for this book is available from the British Library.

All work contributed to this book is new, previously-unpublished material. The views expressed in this book are those of the
authors, but not necessarily of the publisher.
Editorial Advisory Board
Pauline Ratnasingam, University of Central Missouri, USA
Mark B. Schmidt, St. Cloud State University, USA
Mehdi Owrang, American University, USA
Deborah Carstens, Florida Tech, USA
Joan Peckham, University of Rhode Island, USA
Craig Vanlengen, Northern Arizona University, USA
Ram Kumar, University of North Carolina, Charlotte, USA
Henry Burdg, Auburn University, USA
Najib Saylani, Hofstra University, USA
Karen Nantz, Eastern Illinois University, Charleston, USA
Francis Otuonye, Tennessee Tech University, USA
Jakob Iversen, University of Wisconsin, Oshkosh, USA
Rochelle Brooks, Viterbo University, USA
Linda Brennan, Mercer University, USA
Anthony Berkemeyer, Texas Instruments, Inc., USA
Sunny Marche, Dalhousie University, USA
Ken Ports, Quantum Technology Services, Inc., USA
Table of Contents

Preface ................................................................................................................................................. xv

Acknowledgment ................................................................................................................................ xxi

Section 1
University, Community, and Institutional Involvement in Technology Innovation

Chapter 1
Case Studies of North American University Performance in Technology Transfer
and Commercialization ........................................................................................................................... 1
Alan Collier, University of Otago, New Zealand
Fang Zhao, American University of Sharjah, UAE

Chapter 2
The Evolution of ICT Institutions in Thailand and Malaysia ............................................................... 52
Nicholas Maynard, RAND Corporation, USA

Chapter 3
A Case on University and Community Collaboration: The Sci-Tech Entrepreneurial
Technical Services (ETS) Program ....................................................................................................... 68
S. Ann Becker, Florida Institute of Technology, USA
Robert Keimer, Florida Institute of Technology, USA
Tim Muth, Florida Institute of Technology, USA

Section 2
Organizations, People, Processes, and Paradigms in Technology Innovation

Chapter 4
Technology Innovation Adoption and Diffusion: A Contrast of Perspectives ...................................... 91
Michael Workman, Florida Institute of Technology, USA
Chapter 5
The Challenge of a Corporate Matchmaker ........................................................................................ 108
Francisco Chia Cua, University of Otago, New Zealand

Chapter 6
The Development of Emerging Medical Devices: The Lead-User Method in Practice ..................... 121
Brian O’Flaherty, University College Cork, Ireland
John O’Donoghue, University College Cork, Ireland

Chapter 7
Paradigms, Science, and Technology: The Case of E-Customs.......................................................... 134
Roman Boutellier, ETH Zurich, Switzerland
Mareike Heinzen, ETH Zurich, Switzerland
Marta Raus, ETH Zurich, Switzerland

Chapter 8
Growth Trajectories of SMEs and the Sensemaking of IT Risks: A Comparative Case Study .......... 156
Arvind Karunakaran, The Pennsylvania State University, USA
Jingwen He, The Pennsylvania State University, USA
Sandeep Purao, The Pennsylvania State University, USA
Brian Cameron, The Pennsylvania State University, USA

Chapter 9
Use of the Concern-Task-Interaction-Outcome (CTIO) Cycle for Virtual Teamwork ....................... 173
Suryadeo Vinay Kissoon, RMIT University, Australia

Section 3
Innovations in Information and Communication Technologies and Software Systems

Chapter 10
Collaboration, Innovation, and Value Creation: The Case of Wikimedia’s Emergence
as the Center for Collaborative Content.............................................................................................. 193
Divakaran Liginlal, Carnegie Mellon University, USA
Lara Khansa, Virginia Polytechnic and State University, USA
Jeffrey P. Landry, University of South Alabama, USA

Chapter 11
Social Networking for Distance Caregiving and Aging in Place: A Case on Web 2.0
Technologies for Virtual Support ....................................................................................................... 209
S. Ann Becker, Florida Institute of Technology, USA
Chapter 12
Case “Mobile-INTEGRAL” ............................................................................................................... 235
L-F Pau, Copenhagen Business School & Rotterdam School of Management, The Netherlands

Chapter 13
The Egyptian National Post Organization Past, Present and Future: The Transformational
Process Using ICT .............................................................................................................................. 246
Sherif Kamel, The American University in Cairo, Egypt

Chapter 14
Redefining Medical Tourism ............................................................................................................... 267
Desai Narasimhalu, Singapore Management University, Singapore

Chapter 15
Institutional Innovation and Entrepreneurial Deployment of a Software Product:
Case of Financial Technologies Group in India .................................................................................. 286
Biswatosh Saha, Indian Institute of Management, India

Chapter 16
Proving the Science: Opportunity Identification to Research Contract .............................................. 317
Carolyn J. Fausnaugh, Florida Institute of Technology, USA
Mary Helen McCay, Florida Institute of Technology, USA

Compilation of References ............................................................................................................... 329

About the Contributors .................................................................................................................... 355

Index ................................................................................................................................................... 361

Detailed Table of Contents

Preface ................................................................................................................................................. xv

Acknowledgment ................................................................................................................................ xxi

Section 1
University, Community, and Institutional Involvement in Technology Innovation

Section 1 focuses on case studies that involve universities and institutions in technology innovation,
transfer, and commercialization; as well as, university and community efforts to promote entrepreneurship.
Alan Collier, University of Otago, and Fang Zhao, American University of Sharjah, present their research
on North American university performance in technology transfer and innovation. Nicholas Maynard,
RAND Corporation, presents research on Thai and Malaysian science and technology institutions showing
that institutional and policy reform process is directly influenced by regional activities as countries seek
to match their regional peers for technology development. Shirley Ann Becker, Bob Keimer, and Tim
Muth, Florida Tech, describe a framework for university and community collaboration in providing
entrepreneurial technical assistance services. Each chapter is briefly summarized.

Chapter 1
Case Studies of North American University Performance in Technology Transfer
and Commercialization ........................................................................................................................... 1
Alan Collier, University of Otago, New Zealand
Fang Zhao, American University of Sharjah, UAE

This chapter reports on case studies of four North American universities engaged in technology transfer
and commercialization. The literature and case studies permitted an understanding of the characteristics
possessed by universities and university technology transfer offices that appear to be successful in technol-
ogy transfer and commercialization. Fourteen characteristics, or institutional enablers, are identified and
analyzed in order to determine which among these characteristics have greater influence in the success
of technology transfer offices. The chapter concludes that universities with superior-performing technol-
ogy transfer offices possess two factors in common. First, the university President and other executives
concerned in commercialization have to believe in it and make a genuine commitment to its success.
Second, the technology transfer office has to be led by an individual who possesses several attributes:
the ability and willingness to work within the university structure; the ability to be both an entrepreneur
and a manager; the ability to see what is happening in technology transfer and commercialization as it
evolves and matures; and to be a leader of people and business.
Chapter 2
The Evolution of ICT Institutions in Thailand and Malaysia ............................................................... 52
Nicholas Maynard, RAND Corporation, USA

A country’s national technology strategies can be an important contributor to economic development

through its support of technology adoption and by advancing the national technology capacity. The de-
velopment of a domestic information and communications technology (ICT) sector within a developing
country requires the creation of specialized institutions that carefully coordinate their initiatives with the
private sector. This case study research of Thai and Malaysian science and technology (S&T) institu-
tions shows that this institutional and policy reform process is directly influenced by regional activities,
as countries seek to match their regional peers for technology development. This effort to support ICT
utilization requires governments to rapidly alter their policy goals and initiatives in response to shifts in
technologies, global market demand, international investment, and local workforce capabilities.

Chapter 3
A Case on University and Community Collaboration: The Sci-Tech Entrepreneurial
Technical Services (ETS) Program ....................................................................................................... 68
S. Ann Becker, Florida Institute of Technology, USA
Robert Keimer, Florida Institute of Technology, USA
Tim Muth, Florida Institute of Technology, USA

Small businesses are viewed as the backbone of America and integral in the recovery of any economic
downturn. Creative approaches to university and community collaboration are being explored to achieve
high rates of success in launching, sustaining, and growing small businesses. One such approach, the
Entrepreneurial Training Services (ETS) program, is being studied by Sci-Tech University as a means
of technology innovation and regional economic development. The ETS Program has several unique
features including: the entrenchment of a large number of adults in the program, an intensive training
approach that is implemented in a short time frame, personalized mentoring offered to each entrepreneur
in the program, and the leveraging of resources with a large, diverse group of community partners. The
case profiles the region using Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis,
identifies an ETS framework on which the program is based and explains the process of implementa-
tion. The case concludes with challenges facing the university and local community in offering the ETS
Program to a large and diverse group of entrepreneurs. It also summarizes benefits and successes from
initial implementation efforts.

Section 2
Organizations, People, Processes, and Paradigms in Technology Innovation

Section 2 focuses on organizations, people, and processes as related to technology innovation and
entrepreneurship. Michael Workman, Florida Tech, contrasts various theoretical perspectives on how
innovations are adopted and shaped by organizational processes and structure. Francisco Chia Cua,
University of Otago, presents a case study on the process by which a new enterprise system is introduced
and adapted by a university. Brian O’Flaherty and John O’Donoghue, University of College Cork,
explore the application of the Lead-user method in the development of medical applications based on
Wireless Sensor Network (WSN) technology by three independent research teams. Roman Boutellier,
Mareika Heinzen, and Marta Raus, ETH Zurich, contribute to the research in diffusion and adoption of
innovation using science progress and the interplay of science and technology as dominant concepts.
Arvind Karunakaran, Jingwen He, Sandeep Purao, and Brian Cameron, The Pennsylvania State
University, describe a study on small to medium enterprises (SMEs) at different growth stages and levels
of maturity (with respect to their information systems) and with different perceptions of the usefulness of
information systems. Suryadeo Vinay Kissoon, RMIT University, introduces the CTIO (Concern-Task-
Interaction-Outcome) Cycle as a means of studying team member interaction using face-to-face and
virtual interaction media in retail banking.

Chapter 4
Technology Innovation Adoption and Diffusion: A Contrast of Perspectives ...................................... 91
Michael Workman, Florida Institute of Technology, USA

The literature on technology innovation adoption and diffusion is vast. This chapter organizes and
summarizes some of the major perspectives from this body of literature, contrasting various theoretical
perspectives on how innovations are adopted and shaped by organizational processes and structure. The
author first introduces the technology acceptance model, and innovation diffusion theory; and then cat-
egorizes viewpoints about organizational innovativeness. Drawing from this framework, the case study
background introduces adaptive structuration theory, redefining some of its conceptual relationships in
“structuration agency theory,” putting primacy on the actions of agents and the means by which they
operate through and around institutional structures. The author then presents a case study example of
an expert decision support system, and concludes with a discussion of implications for managers and
entrepreneurs.

Chapter 5
The Challenge of a Corporate Matchmaker ........................................................................................ 108
Francisco Chia Cua, University of Otago, New Zealand

The common structured procurement process of the Request for Information (RFI), Request for Pro-
posal (RFP), and Business Case Development (BCD) is thought to establish ties with the right vendors
and to strengthen relationships among other stakeholders. This single-case study gathered information
through archival documents, observations, and in-depth interviews and examined whether RFI-RFP-BCP
processes fostered favourable relationships with vendors. The study revealed certain disadvantages of
the process.

Chapter 6
The Development of Emerging Medical Devices: The Lead-User Method in Practice ..................... 121
Brian O’Flaherty, University College Cork, Ireland
John O’Donoghue, University College Cork, Ireland

This case study explores the application of the Lead-user method in the development of medical applica-
tions based on Wireless Sensor Network (WSN) technology by three independent research teams. This
exercise produced surprising results, with the emergence of diverse WSN technology product concepts
applied to Geriatric Falls Detection & Analysis, Sport Cardiac Screening and Critical Care Vital signs
within accident and emergency environments. This case highlights the segmented nature of medical
areas and the difficulty in applying a generic WSN technology to meet the functional requirements
of the broader individual medical domains. It questions the appropriateness of applying ‘total’ highly
functional technologies broadly across highly specialised niche medical areas.

Chapter 7
Paradigms, Science, and Technology: The Case of E-Customs.......................................................... 134
Roman Boutellier, ETH Zurich, Switzerland
Mareike Heinzen, ETH Zurich, Switzerland
Marta Raus, ETH Zurich, Switzerland

This chapter explores the concept of paradigms, science, and technology in the context of information
technology (IT). Therefore, the linear model of Francis Bacon and Thomas Kuhn’s notion of scientific
paradigms are reviewed. This review reveals that the linear model has to be advanced, and supports the
adoption of Kuhnian ideas from science to technology. As IT paradigms transform business processes,
a five-level concept is introduced for deriving managerial implications and guidelines. Within the case
of e-customs, a European-funded project tries to ease border security and control by adopting a com-
mon standardized e-customs solution across the public sector in Europe. The rise of the IT paradigm
within customs and its effect on business operations will be explained. This chapter contributes to the
research in diffusion and adoption of innovation using science progress and the interplay of science and
technology as dominant concepts.

Chapter 8
Growth Trajectories of SMEs and the Sensemaking of IT Risks: A Comparative Case Study .......... 156
Arvind Karunakaran, The Pennsylvania State University, USA
Jingwen He, The Pennsylvania State University, USA
Sandeep Purao, The Pennsylvania State University, USA
Brian Cameron, The Pennsylvania State University, USA

This case describes two small to medium enterprises which are located within the same region and shar-
ing the broad industry sector but at a different “growth stage” perceive the role of Information Systems
differently. The authors describe how these two firms, at different growth stages and at different levels
of maturity with respect to their information systems, perceive the usefulness of information systems
differently. They extend the interpretations to discuss sub-sections within SMEs, which are at different
stages of growth, and how the nature of information systems’ risks is likely to differ depending on these
growth stages. The authors emphasize the importance of owner/manager’s “sensemaking of risks” as a
key variable that influences the demarcation between entrepreneurs and small business owners, beyond
the oft-discussed variables such as “achievement motivation,” “risk-taking propensity,” and “preference
for innovation.” This case concludes with the proposition that SMEs should not be considered as unitary
entities; and suggest that there are likely to be different varieties of risks that SMEs face, and suggest
the growth stage and organizational filters as key determinants of the owner/managers’ understanding
of these risks.
Chapter 9
Use of the Concern-Task-Interaction-Outcome (CTIO) Cycle for Virtual Teamwork ....................... 173
Suryadeo Vinay Kissoon, RMIT University, Australia

This chapter introduces the CTIO (Concern-Task-Interaction-Outcome) Cycle as a means of studying

team member interaction using face-to-face and virtual interaction media in retail banking. The type of
interaction is discussed in terms of different conceptual cycles having a linkage in the framing of the
CTIO Cycle. In the past, routine teamwork using face-to-face communication was important. Today,
with emerging technologies for retail banking organizations, teamwork through virtual communication
has been gaining importance for increased productivity.

Section 3
Innovations in Information and Communication Technologies and Software Systems

Section 3 focuses on innovations in information and communications technology and software systems.
These chapters are case-driven within the context of a government, industry, or business scenario.
Divakaran Liginlal, Carnegie Mellon University, Lara Khansa, Virginia Polytechnic and State University,
and Jeffrey P. Landry, University of South Alabama, describe the entrepreneurial vision and business
model of Wikimedia and the success and challenges of its Web 2.0 innovations, the wiki and Wikipedia.
Shirley Ann Becker, Florida Tech, focuses on the business development of a social network targeting
older adults with chronic health conditions and family and friend acting in caregiver roles. L-F Pau,
Copenhagen Business School and Rotterdam School of Management, provides a case on how usage-
led technology innovation leads to entrepreneurial successes and pitfalls. Sherif Kamel, The American
University in Cairo, takes an in-depth look at how information and communications technology (ICT) has
improved the quality and range of services offered by the Egyptian National Post Organization (ENPO),
while asserting the magnitude of its impact on the country’s emergence as a competitor in today’s global
postal market. Desai Narasimhalu, Singapore Management University, presents a case on redefining
medical tourism through the use of technology. Biswatosh Saha, Indian Institute of Management Culcutta,
describes entrepreneurship as a temporal evolution of the creation and control over assets. Carolyn
Fausnaugh and Mary Helen McCay offer a case involving collaboration between an entrepreneur and
a university for market and scientific research to establish commercial viability of an invention.

Chapter 10
Collaboration, Innovation, and Value Creation: The Case of Wikimedia’s Emergence
as the Center for Collaborative Content.............................................................................................. 193
Divakaran Liginlal, Carnegie Mellon University, USA
Lara Khansa, Virginia Polytechnic and State University, USA
Jeffrey P. Landry, University of South Alabama, USA

This chapter describes the entrepreneurial vision and business model of Wikimedia, particularly the suc-
cesses and challenges of its innovations, the wiki and Wikipedia. The case study first traces the history
of how Wikimedia was founded, as such providing a rich descriptive background, using information
obtained from scholarly news sources and websites. This historical overview is followed by a description
of Wikimedia’s business model, including the sources of capital and flows of revenues. The business
model is then compared and contrasted to other Internet business models such as Knol, Google’s open
encyclopedia. This is followed by a discussion of a balanced scorecard to analyze how the wiki busi-
ness model generates value. Finally, the case explores the use of Wikipedia from a societal and ethical
perspective and provides an illustrative example of its use for collaborative work in a funded academic
research project.

Chapter 11
Social Networking for Distance Caregiving and Aging in Place: A Case on Web 2.0
Technologies for Virtual Support ....................................................................................................... 209
S. Ann Becker, Florida Institute of Technology, USA

This case examines the business development process for launching a social network targeting older
adult caregivers many of whom have chronic health conditions. An older adult becomes a member of
a social network called iShare-With-U.biz to monitor online one or more health conditions. He or she
invites family and friends to join a private network for support in distance caregiving, staying con-
nected in personal health management, and socializing using common social networking features. Web
site design is discussed in terms of usability by older adults. Health Web sites and social networks are
assessed in terms of usage by age group. Options for revenue generation are identified when taking into
account free and fee-based Web site membership. The case concludes with a discussion of challenges
facing online startups given rapid changes in technology, minimal barriers to market entry, and a near
saturation point for Web sites with social networking capabilities.

Chapter 12
Case “Mobile-INTEGRAL” ............................................................................................................... 235
L-F Pau, Copenhagen Business School & Rotterdam School of Management, The Netherlands

The case “Integral” is about how a multinational company specializing in machinery goods uses high
technology in its field support and mandated safety solutions to migrate its customer relationships into
partnerships of growing scope and with new revenue streams. The key technologies are in-situ equip-
ment monitoring and wireless communications. The key management ingredients are top management’s
understanding and respect for operational issues. The history of the case also illustrates the importance
of the strategic choice of the in-house vs. in-sourced nature of the needed technical expertise, and of a
gradual deployment compatible with the fast technology evolution.

Chapter 13
The Egyptian National Post Organization Past, Present and Future: The Transformational
Process Using ICT .............................................................................................................................. 246
Sherif Kamel, The American University in Cairo, Egypt

Over the last 20 years, the international postal sector has changed drastically due to several forces, includ-
ing globalization, changing technology, greater demands for efficient services and market liberalization.
For Egypt, keeping up with the changing atmosphere in the global market meant investing in information
and communication technology. The Ministry of Communication and Information Technology (ICT),
as part of its efforts to transforming government performance using ICT, chose the Egyptian National
Post Organization (ENPO) as a model for ICT integrated government portal. The selection was due to
ENPO’s extensive network, the public’s confidence and its trust in the organization. The case of ENPO,
capitalizing on public-private partnership models, proved successful when reflecting ICT deployment for
organizational transformation within the context of an emerging economy. In addition to its importance
in providing eGovernment services to citizens, ENPO is evolving as a critical medium for effectively
developing Egypt’s eCommerce. This case study takes an in-depth look at how ICT has improved the
quality and range of services offered by ENPO, while asserting the magnitude of its impact on the
country’s emergence as a competitor in today’s global postal market.

Chapter 14
Redefining Medical Tourism ............................................................................................................... 267
Desai Narasimhalu, Singapore Management University, Singapore

Dr. Wei Siang Yu, a medical doctor who is a compulsive serial entrepreneur and the founder of the Fly-
FreeForHealth, has created a comprehensive medical tourism service using a multimedia platform as the
core engine. FlyFreeForHealth has started gaining traction in several countries across Asia including the
Philippines and Australia. Dr. Wei has been very resourceful in exploiting business opportunities in the
development of technology features for his company’s product. Most recently, the rapid growth of the
company requires Dr. Wei to focus on the enterprise related information and technology architecture.

Chapter 15
Institutional Innovation and Entrepreneurial Deployment of a Software Product:
Case of Financial Technologies Group in India .................................................................................. 286
Biswatosh Saha, Indian Institute of Management, India

This chapter represents entrepreneurship as a temporal evolution of the creation and control over assets.
The value of the asset lies in its transactional relations with other assets in the ecosystem or in other
words being part of the architecture of related assets. It is argued that the deployment of financial trading
software, as a product in brokerage houses in the emerging securities trading ecosystem in India by the
software firm called Financial Technologies (FT), hastened institutionalization of new rules governing
transactions embedded in the software design. As a result, FT implicitly collaborated with the regulator
and other ecosystem participants who coordinated the innovation in design of the ecosystem. The soft-
ware firm went on to expand the market for its own products (trading software) by incubating exchange
ventures. This was achieved through a strategy of spawning of linked subsidiaries that led to both a
growth of the trading ecosystem and further entrenchment of the innovated ecosystem.

Chapter 16
Proving the Science: Opportunity Identification to Research Contract .............................................. 317
Carolyn J. Fausnaugh, Florida Institute of Technology, USA
Mary Helen McCay, Florida Institute of Technology, USA

This chapter is about the process by which an inventor (a physician) secures the expertise he needs to
determine if his observations and resulting patent have commercial value. It is also about the process by
which the university accepts the engagement. A physician with an unproven patent contracting with a
university for market and scientific research that would establish the commercial viability of his inven-
tion. It explores patterns of social networking, searching, communications, and negotiations theory to
describe an inventor’s quest for evidence that his invention worked. The chapter outlines the process by
which the physician searched his network to find resources outside of his field of expertise that could
guide his next steps in evaluating the commercial potential of his invention. In addition, it describes
the information gathering and negotiation process leading to a university contract. The case illustrates
that the issuance of a patent does not represent either technical proficiency or market potential for an
invention.

Compilation of References ............................................................................................................... 329

About the Contributors .................................................................................................................... 355

Index ................................................................................................................................................... 361

 xv

Preface

The Cases in Technology Innovation: Entrepreneurial Successes and Pitfalls is a compilation of theory,
research, and practice in the areas of technology transfer, innovation, and commercialization. The book
also contains illustrations and examples of entrepreneurial successes and pitfalls in university, industry,
government, and international settings. The book is divided into three sections each of which is composed
of chapters associated with a central theme. These sections include: University, Community, and Institu-
tion Involvement in Technology Innovation and Entrepreneurship; Organizations, People, and Processes
in Technology Innovation; and Innovations in Information and Communication Technologies.

Section 1: UniverSity, commUnity, and inStitUtion involvement in

technology innovation

Alan Collier, University of Otago, and Fang Zhao, American University of Sharjah, present in their
chapter titled, “Case Studies of North American University Performance in Technology Transfer and
Commercialization,” a comprehensive overview of the characteristics of universities that appear to be
successful in technology transfer and commercialization. They identify fourteen characteristics, or what
they call “institutional enablers,” and analyze them for influences in the success of university technology
transfer offices. Their findings identify common factors among universities with superior-performing
technology transfer offices. One such factor is high-level administration, inclusive of the university
president, having a strong commitment to technology transfer and commercialization. Another factor is
leadership in working within the university structure; whereby, leaders have entrepreneurial and man-
agement abilities and stay abreast of what is happening in technology transfer and commercialization
as it evolves and matures.
Collier and Zhao report on case studies covering four North American universities, as they develop
benchmarks for which university technology transfer and commercialization performance can be measured.
They conducted interviews and compiled data about the universities and the environment. Their data
sources included the universities, venture capitalists, and consultants in the field. The authors provide a
comprehensive discussion on their data finding in general and regulatory environments, commercializa-
tion structure, process, and incentives, industry links, intellectual property, entrepreneurial culture, and
commercialization office performance. The authors conclude their chapter with the challenges facing
North American Universities.
Nicholas Maynard, RAND Corporation, explains in the chapter titled, “The Evolution of ICT Insti-
tutions in Thailand and Malaysia,” that a country’s national technology strategies can be an important
contributor to economic development through its support of technology adoption and by advancing the
national technology capacity. Maynard points out that the development of a domestic information and
xvi

communications technology (ICT) sector within a developing country requires the creation of special-
ized institutions that carefully coordinate their initiatives with the private sector. The author presents
research on Thai and Malaysian science and technology (S&T) institutions showing that institutional
and policy reform process is directly influenced by regional activities as countries seek to match their
regional peers for technology development. The author discusses ICT utilization as requiring govern-
ments to rapidly alter their policy goals and initiatives in response to shifts in technologies, global market
demand, international investment, and local workforce capabilities.
S. Ann Becker, Bob Keimer, and Tim Muth, Florida Tech, describe in their chapter titled, “A Case
on University and Community Collaboration: The Sci-Tech Entrepeneurial Training Services (ETS)
Program,” an entrepreneurial training program provided by a university to the regional community as a
means of promoting technology innovation and economic development. In their chapter, they profile the
regional economic environment as an impetus to build university and community relations for technol-
ogy transfer and business development. They outline the ETS program and identify unique features in
promoting university and community outreach to entrepreneurs in the region.
The authors conclude the chapter by identifying benefits and initial successes from implementa-
tion of the ETS program. The overall objective is to provide a basis for further study of university and
community partnerships in providing regional entrepreneurs technical assistance services. The authors
summarize the challenges facing the university and local community in offering the ETS Program to a
large and diverse group of entrepreneurs.

Section 2: organizationS, PeoPle, ProceSSeS, and ParadigmS in

technology innovation

Michael Workman, Florida Tech, presents in the chapter titled, “Technology Innovation Adoption and
Diffusion: A Contrast of Perspectives”, various theoretical perspectives on how innovations are adopted
and shaped by organizational processes and structure. The author reviews two seminal streams of in-
novation adoption theory through the introduction of the Technology Acceptance Model (TAM) and
the Diffusion of Innovations Theory. He then categorizes the major theoretical perspectives on how
innovations develop from, or are shaped by, organizational processes and structures (referred to as
organizational innovativeness).
Workman points out that technology innovation adoption and diffusion have been actively researched.
But, given the vast body of literature it can be difficult to determine under what circumstances innova-
tions are adopted and diffused and what factors may lead to resistance. In addressing this, he organizes
major streams of theory and perspectives on innovation and adoption and diffusion. The author uses
structuration agency as a framework for a case study to show how actors and structures play out in the
adoption and diffusion of an innovative technology.
Francisco Chia Cua, University of Otago, presents in the chapter titled, “The Challenge of a Corporate
Matchmaker,” the process by which a new enterprise system is introduced and adapted by a university.
The author uses Everett Rogers’ Diffusion of Innovations (DOI) theory as the primary model for evalu-
ation criteria during the matchmaking phase. Cua describes how deploying new enterprise systems or
replacing old ones requires problem-solving intervention under conditions of incomplete information.
The case study illustrates how innovations depend on reasoned action for success. Cua points out that
“reasoning” is often based on a subjective set of beliefs and motives held by the executives sponsor, the
opinion leaders, and other supporters of the innovation. These beliefs, motives and other assumptions
are called a “mindset,” and the case study showed that they play a bigger role in procurement than the
 xvii

rigid structure of the process would suggest. Cua describes a proactive mindset among those involved
in the innovation process as a positive influence for fostering relationships with opinion leaders, change
agents, project team members, and other stakeholders. The same mindset influences some vendors to
develop relationships with prospective customers and to understand more thoroughly their needs. Suc-
cessful matchmaking depends on an alignment of these mindsets.
Brian O’Flaherty and John O’Donoghue, University of College Cork, explore in their case study,
“The Development of Emerging Medical Devices - The Lead-User Method in Practice,” the application
of the Lead-user method in the development of medical applications based on Wireless Sensor Network
(WSN) technology. The authors point out that the Lead-user process has been successfully adopted within
a diverse range of application domains such as development of medical equipment technology, medical
infection control devices in 3M, weblog technology, and extreme sports communities. The authors chose
the Lead-User process to help guide each of three student teams in developing potentially successful
commercial products or services.
The authors describe how student research teams, utilizing the Lead-User process, produced surpris-
ing results in the emergence of diverse WSN technology product concepts applied to Geriatric Falls
Detection and Analysis, Sport Cardiac Screening, and Critical Care Vital Signs within accident and
emergency environments. The authors highlight in their case study the segmented nature of medical
areas and the difficulty in applying a generic WSN technology to meet the functional requirements of
individual medical domains. The authors point out that the Lead-user method is useful in teaching tech-
nology entrepreneurship, as it sensitizes the students to alternative sources of innovation and encourages
them to interact with domain experts in niche areas.
Roman Boutellier, Mareike Heinzen, and Marta Raus, ETH Zurich, explore in their chapter titled,
Paradigms, Science, and Technology - The Case of E-Customs,” the concept of paradigms, science,
and technology in the context of information technology (IT). They review the linear model of Francis
Bacon and Thomas Kuhn’s notion of scientific paradigms recommending that the linear model be ad-
vanced. The authors introduce a five-level concept for deriving managerial implications and guidelines
taking into account that IT paradigms transform business processes. The chapter contributes to the dif-
fusion and adoption of innovation using science progress and the interplay of science and technology
as dominant concepts.
The chapter introduces a case on e-customs, a European-funded project that tries to ease border
security and control by adopting a common standardized e-customs solution across the public sector in
Europe. The authors provide an overview of the rise of the IT paradigm within customs and its effect on
business operations. The technological progress of the adoption of a common standardized e-customs
system in Europe is explained. The authors discuss resistance in adopting e-customs. They point out that
although the paradigm has changed, the culture has not and that an information technological paradigm
shift from customs to e-customs is irrevocable.
Arvind Karunakaran, Jingwen He, Sandeep Purao, and Brian Cameron, The Pennsylvania State
University, focus in their chapter titled, “Growth Trajectories of SMEs and the Sensemaking of IT Risks
- A Comparative Case Study,” on two small to medium enterprises (SMEs) located in the same region
and sharing an industry sector. The authors describe how these two firms, at different growth stages
and at different levels of maturity with respect to their information systems, perceive the usefulness of
information systems differently. The authors discuss sub-sections within SMEs, which are at different
stages of growth, and how the nature of information systems’ risks is likely to differ depending on these
growth stages. They emphasize the importance of the owner or manager’s “sensemaking of risks” as a
key variable that influences the demarcation between entrepreneurs and small business owners, beyond
xviii

the oft-discussed variables such as “achievement motivation,” “risk-taking propensity,” and “preference
for innovation.”
The authors discuss the proposition that SMEs should not be considered as unitary entities. They point
out that Risk Management studies, within the IS/IT stream, should not ignore “organizational context” and
move beyond the development of ideal frameworks for abstract organizations. They recommend focus-
ing on contextual and structural dimensions such as, enterprise size and age, growth rate, formalization,
centralization, and number of organizational levels, among others. The authors suggest that there are
likely to be different varieties of risks that SMEs face, and also suggest growth stage and organizational
filters as key determinants of the owner or managers’ understanding of these risks.
Suryadeo Vinay Kissoon, RMIT University, introduces in the chapter titled, “Use of the Concern-
Task-Interaction-Outcome (CTIO) Cycle for Virtual Teamwork,” the CTIO Cycle as a means of studying
team member interaction using face-to-face and virtual interaction media in retail banking. Kissoon dis-
cusses the importance of teams using virtual communication for increased productivity in retail banking
organizations. The author also discusses the type of team interaction in terms of conceptual cycles in
the framework of the CTIO Cycle.
Kissoon addresses different problem-solving cycles, each of which relates to the mode of interaction
medium (whether face-to-face or virtual) used by team members, facilitators, or managers to resolve
problems in the workplace. The author focuses on understanding the relationship between direct (face-
to-face) and virtual interaction variables and as they relate to retail banking trends in hybrid teams and
virtual group networks. The author discusses the use of virtual team interactions in data life cycles
linkages as gaining importance from perspectives of data and information quality. Kissoon identifies
current trends in the triangulation of continuous improvement, routine teamwork, and virtual teamwork
to support retail banking organizations in achieving efficiencies in performance.

Section 3: innovationS in information and commUnication

technologieS and Software SyStemS.

Divakaran Liginlal, Carnegie Mellon University, Lara Khansa, Virginia Polytechnic, and Jeffrey P. Landry,
University of South Alabama, describe in their case study titled, “Collaboration, Innovation, and Value
Creation – The Case of Wikimedia’s Emergence as the Center for Collaborative Content,” the entrepre-
neurial vision and business model of Wikimedia, particularly the successes and challenges of its innova-
tions, the wiki, and Wikipedia. They compare the Wikimedia business model to other Internet business
models inclusive of Knol and Google’s open encyclopedia. The authors use a modified version of Weill
and Vitale’s model schematics, which prove useful in visualizing the flows of information, resources,
and revenues among Wikimedia’s contributors and consumers. The authors discuss the use of Kaplan
and Norton’s Balanced Scorecard to analyze the value generated by Wikimedia’s business model.
The authors use the case as a means of exploring the wiki model from societal and ethical perspectives.
Based on the principles of collaborative innovation, self-organization, democratization, and leadership by
merit, the authors discuss how wikis can generate value for businesses. They also discuss innovativeness
in the collaborative philosophy of Wikimedia as both a contributor to success and a challenge to cred-
ibility. The case explores this concept, its controversy, and the associated ramifications to society, along
with an illustrative example of its use for collaborative work in a funded academic research project.
S. Ann Becker, Florida Tech, examines in the chapter titled, “Social Networking for Distance Caregiv-
ing and Aging in Place: A Case on Web 2.0 Technologies for Virtual Support,” the business development
process for a social network targeting older adults and unpaid caregivers. Becker proposes technology
 xix

for seniors to share daily entries on health with family and friend caregivers some of whom may be
geographically distant.
A focal area of the case is Web site design in terms of usability by older adults. The author points
out that many Web sites, inclusive of social media sites, meet the online needs of younger adult users.
However, some do not take into account usability needs of older adults in terms of vision, cognition,
and motor skills associated with normal aging. The case provides an overview of these factors to be
considered in the design of a social network Web site. The case concludes with a discussion of challenges
facing online startups given rapid changes in technology, minimal barriers to market entry, and a near
saturation point for Web sites with social networking capabilities.
L-F Pau, Copenhagen Business School and Rotterdam School of Management, presents in the chapter
titled, “Case ‘Mobile-INTEGRAL’” , a case on how a multinational company specializing in machinery
goods uses high technology in its field support and mandated safety solutions to migrate its customer
relationships into partnerships of growing scope and with new revenue streams. The key technologies
are in-situ equipment monitoring and wireless communications. The key management ingredients are
top management’s understanding and respect for operational issues. The history of the case illustrates the
importance of the strategic choice of the in-house vs. in-sourced nature of the needed technical expertise
and of a gradual deployment compatible with the fast technology evolution.
Sherif Kamel, The American University in Cairo, presents in the chapter titled, “The Egyptian National
Post Organization: Past, Present and Future - The Transformational Process Using ICT,” an in-depth
look at how information and communications technology (ICT) has improved the quality and range of
services offered by the Egyptian National Post Organization (ENPO), while asserting the magnitude of
its impact on the country’s emergence as a competitor in today’s global postal market. Kamel points out
that the international postal sector over the last 20 years has changed drastically due to several forces,
including globalization, changing technology, greater demands for efficient services and market liber-
alization. He explains that for Egypt, keeping up with the changing atmosphere in the global market
meant investing in information and communication technology.
Kamel describes how Egypt has been gradually building its information society since the mid 1980s,
adapting its strategy and approaches to the evolution of the global ICT sector. The steps taken included
supplying accurate and timely information, encouraging private investment, formulating effective economic
reforms, improving productivity, providing programs for lifelong learning, making public services more
efficient, improving health care, optimizing the use of natural resources and protecting competition.
Desai Narasimhalu, Singapore Management University, describes in the chapter titled, “Redefining
Medical Tourism,” a case on the use of information and communications technology (ICT) in the medical
tourism industry. The author explains that medical tourism is a term coined by tour agencies to facilitate
travel across international borders to get either affordable or specialized healthcare. Narasimhalu describes
challenges in the medical tourism industry inclusive of quality control. Several innovative uses of ICT
(e.g., iMedical Butler) are introduced as a means of serving an international market.
Biswatosh Saha, Indian Institute of Management Culcutta, describes in the chapter, “Institutional In-
novation and Entrepreneurial Deployment of a Software Product: Case of Financial Technologies Group
in India,” entrepreneurship as a temporal evolution of the creation and control over assets. The author
explains that the value of an asset lies in its transactional relations with other assets in the ecosystem.
Saha introduces the chapter by explaining how assets generated by entrepreneurs derive value as part
of wider ecosystems, which in turn can be viewed as an architecture of inter-related and inter-connected
assets.
Saha outlines a case on a software firm called Financial Technologies (FT). It is argued that the deploy-
ment of financial trading software, as a product in brokerage houses in the emerging securities trading
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