Methods to integrate market orientation in technological development: The case of new technologies to produce bioactive substances from wood

Technical research projects often target innovative high-value products. These products may serve dynamic and fast-growing markets. However, while the general demand for such products may be very high and a lot of technical research is carried out in developing the respective processes, only very few new technologies and products are commercially realized and placed on the market. In order to widen the market focus toward a more comprehensive understanding of technical development, this study presents a mix of methods, including production cost analysis, business-to-business survey, and market impact assessment. When it comes to exploring a new technology that produces bioactive substances from wood, this article shows how the previously mentioned methods can be adapted, applied, and integrated for its successful commercialization.