Presentation
METHODOLOGY This Final Paper began to be written in the first
In each cycle, the description of the problems
half of 2016, while the Retrolley project was in
discovered, the challenges faced and the positive
the phase of building the first physical model for
and negative points of the final solution seek to
Airbus Group. To achieve the proposed goal of this
emphasize the interaction between all the players
study, it was divided into the following main steps:
and the lessons learned. In order to obtain a more dynamic and holistic view of the phenomenon under
First, before the narrative of the project’s
investigation in the context studied, several sources
development, this paper contemplated a study
were used: interviews with participants, specialists
of design, project development and innovation
and users; books, articles and videos, as well as
literature on the generation of innovative products
publications and data provided by participating
in the Academy and how to market them. This
companies and other secondary sources.
study focused not only on innovation ecosystems, but especially on the main difficulties faced by
Finally, it confronts the theory with practice,
academic projects when they attempt to arrive in
taking the lessons learned from the practical
the market, and how the theory holds that this can
part and confronting with the theory, to
be improved. Thus, special emphasis was placed
understand what took place and what
on the Valley of Death phenomenon during the
did not become reality in practice.
sequence of innovation and solutions to overcome it. Within the field of study of this work, we Second, after the literature review, qualitative
sought to understand mainly explanations
research was used, based on the single case study
for the question: how can an academic
method by participatory observation, to analyze
invention be transformed into innovation?
with depth and proximity the evolution of the Retrolley project towards its commercialization.
From this, the whole study of the practical phase
The Retrolley project was chosen because the
was guided by the following main questions:
author has been involved since its beginning. »»
What environmental factors allowed the
For the study, the project was divided into
emergence of the Retrolley project in the context of
cycles according to the context in which
the university?
they occurred and their ultimate goal:
»»
What are the possible steps to market academic
ideas? »»
Academy;
»»
What are the barriers that prevent an academic
»»
Visibility;
product project from reaching the market?
»»
Strategy;
»»
»»
Model;
production of the prototype of the product happens in
»»
Prototype;
an efficient and consistent way with the concept?
»»
Marketplace.
»»
What aspects should be reviewed so that the
What were the strategies considered by the
Retrolley project to overcome the Valley of Death?
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