© Paresh Bhagwatkar, 2011May be used in whole or part with attribution and without permission

Internal Attribute Market Place

Problem

� Traditionally products were made for certain industry, application, and/ or customer

� There is a hidden potential for cross application of products� This translates into unrealized innovation assets and unrealized

revenue� Customers specify problems, application and requirement

Old Model - Marketing aligned by business

C1

Products/ Solutions BusinessesCustomers

C2

Marketing

Marketing

Marketing

Marketingaligned by business

Desired Marketing aligned by application industry

C1

Products/ Solutions

Businesses Customers

C2

Marketing

Marketing

Marketing Aligned by

industry/application

Single point of contact by

customer or customer-business

Ideal Situation – Attribute Market Place and Marketing aligned by application industry

C1

Products/ Solutions

Businesses Customers

C2

Marketing

Marketing/

Solution

Partner

Marketing Aligned by

industry/application

Attribute/ Characteristic Market Place

ProductsAttributes Problems

ApplicationsProduct

Expert

Product

Expert

Product

Expert

R&D

R&D

R&D

ProblemsApplicationsAttributes

ProductsAttributes

Research Triggers

Summary of Attribute Marketplace

� Marketing becomes solution partner� Customer states problem, application, and/ or requirement� Marketing/ Solution partners collaborate with customer to define

required attributes� Marketing/ Solution partners take attributes, application, problem,

and requirement to market place� Product experts identify which products fit which attributes and

application� Product experts may define new need to researchers to come up

with products that match attributes� Market place

• This would be an online community enabled repository of products• Interactions would be enabled• Massively search attributes of products to match required attributes or

other way� Industry best suited for attribute market place concept is Chemical

Industry

Contact

� Paresh Bhagwatkar• paresh@pareshbhagwatkar.com• 973-495-9913

� This document may be used without any permission, but, with attribution in whole or part, with or without changes, and for any commercial or non-commercial purpose (under the creative commons “CC by 3.0” license)