Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book explains that successfully marketing and commercializing a sustainable chemical technology requires the same market-driven discipline that is needed to commercialize any other new technology. It describes an "application framework' for the creation of effective and realistic marketing plan. The book also explains that a product's market value and "true" value can often be different when sustainability factors are taken into account. It covers fundamental considerations when commercializing any type of invention. The book provides an "Intellectual Property 101" with a focus on patents but also touching on know-how, trade secrets, copyright, and trademarks. It describes how public policy and perception must be understood when commercializing a sustainable chemistry technology. The book focuses on core technology development activities from the initial innovation in the lab to proving the concept to the point where seed financing is possible.