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R. Hasenauer, P. Filo, H. Störi ETZ-Projekt SK-AT N00092 Cross Border HiTECH Center

THE MARKETING OF HIGH-TECH INNOVATION: RESEARCH AND TEACHING AS A MULTIDISCIPLINARY COMMUNICATION TASK. R. Hasenauer, P. Filo, H. Störi ETZ-Projekt SK-AT N00092 Cross Border HiTECH Center. 4. 1: MTB for medical care robot for post-operation rehabilitation:

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R. Hasenauer, P. Filo, H. Störi ETZ-Projekt SK-AT N00092 Cross Border HiTECH Center

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  1. THE MARKETING OF HIGH-TECH INNOVATION: RESEARCH AND TEACHING AS A MULTIDISCIPLINARY COMMUNICATION TASK R. Hasenauer, P. Filo, H. Störi ETZ-Projekt SK-AT N00092 Cross BorderHiTECH Center

  2. 4.1: MTB for medical care robot for post-operation rehabilitation: 4.2: MTB for hazard detection robot in fire-fighting & underground coal mining. 4.3: MTB for auto-adaptive temperature regulation 4.4 The Case For Multidisciplinary Academic Education 4.5.INTEREGIO – The Picture as an MDC-Tool 4.6.PHARMARKET – The Health Care 4.7. AGRO – BIO INNOVATIONS 4.8. ON-LINE MARKETING 5. Conclusion 1 + 2 Content: High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) Selected Semiotic Aspects of MDC in High Tech Innovation Marketing Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech Innovation The Case For Multidisciplinary Academic Education

  3. 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) (1 of 2) A To show the requirements of MDCin business-to-business (B2B) marketing of high-tech innovation; B To show methodical approaches in research and academic education to cope with MDC challenges. Although MDC is an everyday phenomenon, the field of MDC in high-tech innovation marketing shows a knowledge map with many blank spots. The purpose of this paper is twofold:

  4. 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) (2 of 2) + Technology Acceptance: Perceived Usefulness Willingness to Pay Perceived Ease of Use _ Assimilation Gap • Cross-functionality is a proven economic success factor in high-tech innovation and implies communication between multiple knowledge disciplines • The buying /selling center is represented by a multidisciplinary buying / selling team Criteria of High-Tech Innovation Marketability: (C 1.) Innovativeness (C 2.) Testability (C 3.) Controllability (C 4.) Compatibility (C 5.) Implementability (C 6.) Assimilability

  5. 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (1of3) Option A: “Learn how to go into detail in a non-familiar knowledge discipline” Option B: “Tentative acceptance of discipline-black boxes” Option C: “Decomposition and modular MDC” Increased Time to Market Reduced Complexity Enables MDC See also: Valerie Gayraud: Multidisciplinary Research in FET, 2005 “Which strategic options exist to lower the risk of non-efficient communication to the MDC partners?”

  6. 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (2of3) The buying decision for a high-tech innovation is a multi-objective, hence multi-criteria decision task to find a non-empty compromise set over partially overlapping preferences of the participating MD team members (deciders, buyers, users, influencers, gatekeepers) of a buying center. A modular MDC is communicatively efficient if each module: a) applies the principle of cognitive and communicative relevance; b) supports the communication via interface standards between the modules.

  7. 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (3of3) : 1 DoD: Degree of Discharge

  8. 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (1 of 2) Entry Speed Focus Time to market [Marketing/Sales] Customer Focus Competitor Focus Customer’s PU1 & PEoU2 & WTP3[Economy/Finance] Innovation half-life [R&D of technology] The management communication process in this context shows a quite complex multidisciplinary structure. The conflicts in goal attainment caused by resource shortage must be solved by a multidisciplinary dialogue, focusing on multidisciplinary resource usage. 1 PU Perceived Usefulness; 2 PEoU Perceived Ease of Use; 3 WTP Willingness to Pay

  9. 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (2 of 2) Research&DevelopmentMTB1 Market Entry Research Push Phase 1 SolutionEngineering Phase 2 Prototype Phase 3 Pre-commercial Product Phase 0 Research Phase 4 Market entry Market Pull “Innovation = no man’s land” ? MTB1 “Gap of Multidisciplinary Understanding” Communication Stress Innovator’s Ear Markets are conversations2 Customer’s Voice 1MTB = Marketing TestBed 2clue train Manifest

  10. 4. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech Products (1 of 6) Example 4.1: MTB for medical care robot for post-operation rehabilitation: CCPM device: Continuous Compliant Passive Motion Example 4.3: MTB for auto-adaptive temperature regulation by phase change material in building materials application Example 4.2: MTB for hazard detection robot in fire-fighting & underground coal mining. http://www.taurob.com/de/produkte

  11. 4.4 The Case For Multidisciplinary Academic EducationCREATIVITY & BUSINESS (2 of 6) DESIGN BUSINESS Manipulability Form Esthetic Feasibility Material Cost Phantasy Reality

  12. 4.5 The Case For Multidisciplinary Academic EducationINTEREGIO :The Picture as an MDC-Dialogue Tool in the Self-Government (3 of 6) CITIZENS Living Standards MUNICIPAL COUNCIL Political Interests MAYOR To Win Election Marketing Students PROMOTION Architecture Students PICTURE INVESTORS Profit - Benefits

  13. 4.6 The Case For Multidisciplinary Academic EducationPHARMARKET – The Health Care as aMulti-Component Environment (4 of 6) Ministry of Health Pharmacy CITIZEN Insurance Doctors

  14. 4.7 The Case For Multidisciplinary Academic EducationAGRO – BIO INNOVATIONS and MARKETING COMMUNICATION (5 of 6) AGRO FOOD INDUSTRY • Technology • Plant Protection • Plant Nutrition • Genetic • Flavors • Preservatives • Dyes • Surrogates Conservative environment Progressive environment Farmer Consumer

  15. 4.8 The Case For Multidisciplinary Academic EducationON-LINE MARKETING (6 of 6) WEBSITE & I-NET PORTAL CONTENT DESIGN SEO1 Text Photo Video Data Simple Image Interactive User friendly Key words Speed Range Availability Editor Designer IT expert 1: SEO = Search Engine Optimisation

  16. 5. Conclusion (1 of 2)Innovations need multi experts team and their MDC. MDC in INNOVATION & Hi-TECH PRODUCTS IDEA DEVELOPMENT PROTOTYPE TEST ACCEPTANCE ENGINEERING MARKETING TECHNOLOGY LANGUAGE RELATIONSHIPS LANGUAGE

  17. B U S I N E S S Team Building Project Innovation Manager Goods Market Demand 5. Conclusion (2 of 2)Our experience – (External) Project Innovation Management helps with MDC in the triangle SCIENCE – EDUCATION – BUSINESS S C I E N C E Coordination Uni A Students - MD1 Teams Solution Uni B Uni C LabourMarket Uni D Uni E E D U C A T I O N

  18. Thank You !Questions?Comments?

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