Abstract: A method, apparatus and computer program product for valuing a technological innovation is provided which determines at least one measure of market success of an objective based upon the desirability, availability and affordability of the objective. In this regard, the measure of market success may be the salability and/or the marketability of the objective. A fair value of the objective implemented utilizing existing technology may also be determined as well as a fair value of the objective implemented utilizing the technological innovation. For example, the fair value of the objective implemented utilizing either existing technology or the technological innovation may be determined using parameterized cost estimation. A real options pricing model may then be used to determine the value of the technological innovation based upon the fair value of the objective implemented utilizing existing technology and the fair value of the objective implemented utilizing the technological innovation.