Downloaded by 80.82.77.83 on April 1, 2018 | https://pubs.acs.org Publication Date: June 1, 1969 | doi: 10.1021/ba-1969-0096.pr001
PREFACE ommercial development can be defined as the overall operation ^ which combines, directs, and coordinates the functions necessary for guiding a new product from applied research to full commercialization. Included in these functions are such activities as use research, marketing research, process development, and market development. Because the commercial development activity, particularly in the field of plastics, is so frequently misunderstood, or little understood, this symposium was undertaken with an aim toward clarifying the activities involved in developing a new plastic to a profitable commercial product. This symposium was presented on a "how-todo-it" basis and is composed of a series of papers by experts in each of the fields and functions covered. Each author is eminently qualified because of his years of successful experience in this particular area of expertise. Prices referred to were those in effect in early 1969. The general background for the symposium and the scope of the coverage is presented in the first paper. It is, however, probably desirable to present certain definitions at this point to further set the stage for the papers which follow: (1) Use Research., Use research is applied research in the laboratory, field, or plant aimed at determining the potential profitable applications for the new plastic. Such research would include the evaluation and comparison of the new material with potentially competitive material now successfully used. (2) Market Research. According to Reinhold's "Chemical Marketing Research," edited by N. H. Giragosian, marketing research is "that function directed toward determining the need, acceptance, potential volume, expected competition, possible selling price, most suitable packaging, use patterns, and future trend for a product. It means providing data on the sales potentials and estimates of potential profits of a given product. Marketing research embraces surveys of the location of the market and specifies acceptable qualities for possible new products." (3) Process Development Process development is defined according to Wiley's "Successful Commercial Chemical Development," edited by H. M. Corley, as "a combination of applied research and chemical engineering research for the purpose of determining the most economically desirable and technologically ix
Foy; Engineering Plastics and Their Commercial Development Advances in Chemistry; American Chemical Society: Washington, DC, 1969.
Downloaded by 80.82.77.83 on April 1, 2018 | https://pubs.acs.org Publication Date: June 1, 1969 | doi: 10.1021/ba-1969-0096.pr001
feasible method for producing either new or already established products." (4) Processing Development This is the development of an optimum processing system for a new plastic through the use and possible modifications of fabricating concepts and equipment. (5) Market Development. As Defined in Wiley's "Successful Commercial Chemical Development," edited by H. M. Corley, market development is "that field of promotional effort between basic research and regular sales, by which existing or potential markets for new products and entirely new fields of utility for old products are developed and tested for profitable salability." Included in this function is joint development activity between the producer of the product and the potential user, the distribution of samples and sales literature, packaging, labeling and pricing, among other functions. It is hoped that this symposium is a worthwhile contribution to our industry. In addition to acknowledging the excellent work and fine cooperation of the authors of each of the papers, special acknowledgement is also made to Richard Germann of Abbott Laboratories and John Dockum of PPG Industries for their assistance in organizing and executing this symposium. GEORGE F. FOY Montclair, N.J. June, 1969
x Foy; Engineering Plastics and Their Commercial Development Advances in Chemistry; American Chemical Society: Washington, DC, 1969.
