Also innovations, especially during the initial stage of development, can get stalled and may not come to fruition due to lack of resources. This initial stage is a risky and perilous time for a developing innovation. The key role in this process plays marketing. Marketing efforts enable the survival of early stage innovations. These issues are explored in the paper (Schoonmaker et al. 2012).But despite those problems, technology commercialization at US universities has been successful overall.For example, commercialization at the University of Maryland alone generates around $1 million a year (Table 1) for the Office of Technology Commercialization, not to include returns to the various companies.