Low risk profiles in a collaborative model allows Conduct Science to assess the market with a direct to customer model. Profits are then shared, like a musical artist and royalties on song platforms. Wide swaths of potential new technologies are tested in the market and can reach customers. In smaller technical markets, this model is ideal.
Licensing raises the bar for which products may make it to market. Only a few select innovations may ever reach a customer. In some segments, like consumer healthcare, this works well.