Guide to Accelerating New Technology Adoption through Directed Technology Transfer (2014) / Chapter Skim
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Pages 51-56
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51 Tier 1: Foundational/ Organizational Components • Address Societal and Legal Issues • Have an Effective Champion • Engage Decision Makers • Develop a T2 Plan • Identify, Inform, and Engage Stakeholders • Identify and Secure Resources Products of transportation research or other innovations that are feasible solutions to needs require actions by people and organizations to ensure change in practice or realization of benefits. These actions require a variety of resources to get the job done.
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52 Guide to Accelerating New Technology Adoption through Directed Technology Transfer • Fiscal -- the funds needed to pay for the costs of T2 activities • Materials and facilities -- the physical items required to conduct T2 activities, especially for education, training, and demonstrations and showcases, including samples of the technology being transferred, supplies and equipment, marketing and communications materials, and sites and locations Identifying the Resources Required Where to Start Initially, practitioners should do some background work to become informed. It is necessary to have a grasp of the product, what it does, how it provides solutions to needs, its characteristics, and other aspects of the innovation.
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Identify and Secure Resources 53 There may be some infrastructure in existence that will help facilitate T2. Usually such infrastructures are built through experience from past T2 efforts or are part of the organization's effort to foster innovation.
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54 Guide to Accelerating New Technology Adoption through Directed Technology Transfer • Administrative staff. These individuals are important contact points for the T2 activities and have access to decision makers and stakeholders (e.g., fiscal personnel, decision maker's assistant, facilities scheduler, and public affairs staff)
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From page 55... ...
Identify and Secure Resources 55 • Are stakeholder organizations willing to contribute funds to the T2 effort? • Does the local LTAP and/or TTAP center have funding available for T2 efforts, or are financial resources available from the National LTAP Association including their working groups?
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56 Guide to Accelerating New Technology Adoption through Directed Technology Transfer • Determine whether there is a T2 plan used by another organization that would be willing to share it as an example • Find out if there are T2 strategies recommended by the source of the product If the decision maker is a bottleneck • Determine the perceived barrier and address it • Better inform and engage the decision maker through effective communications • Solicit peers to endorse the T2 effort with the decision maker • Enlist support of the champion to sway the opinion of the decision maker If there are insufficient resources • More accurately define the resource need and approach stakeholders for sponsorship • Determine whether stakeholders or partners will supply materials at no cost or in-kind services to defray costs for communications, education and training, supplies and materials, demonstration sites, and facilities or equipment • Redefine the magnitude of the T2 effort If there is no communications expertise • Hire the necessary marketing/communications talent to assist in the T2 effort • Seek assistance from LTAP/TTAP staff • Enlist others from the organization that have the talent such as public affairs or press office • Determine whether there are similar T2 efforts in other organizations that will share their communications plan and materials as examples If there is no technical expertise in the receiving or user organization • Get technical staff informed and educated, especially the potential early adopters • Bring in expertise from outside the organization, but do so in a manner that retains the ownership of the transferred product with the ultimate user If there is a lack of consensus for T2 in stakeholders • Better inform the stakeholders to get them "on the same page" • Create means to involve stakeholders in the T2 effort • Identify the cause of divergent opinions and address them if possible • As a last resort, acknowledge that the T2 effort may have to go forward without a stakeholder or partner Suggested Reading Rogers, E M., Diffusion of Innovations, 5th Edition, Simon & Schuster, Inc., New York, NY (2003)
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