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N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum THE MARKETING OF HIGH-TECH INNOVATION: A MULTIDISCIPLINARY.

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Presentation on theme: "N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum THE MARKETING OF HIGH-TECH INNOVATION: A MULTIDISCIPLINARY."— Presentation transcript:

1 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum THE MARKETING OF HIGH-TECH INNOVATION: A MULTIDISCIPLINARY COMMUNICATION TASK R. Hasenauer, ETZ-Projekt SK-AT N00092 Cross Border HiTECH Center

2 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum Content: 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) 2.Selected Semiotic Aspects of MDC in High Tech Innovation Marketing 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech Innovation 4. The Case For Multidisciplinary Academic Education 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 5. Conclusion

3 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) (1 of 2) 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: 3 A To show the requirements of MDC in business-to-business (B2B) marketing of high- tech innovation; B To show methodical approaches in research and academic education to cope with MDC challenges.

4 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) (2 of 2) Criteria of High-Tech Innovation Marketability: (C 1.)Innovativeness (C 2.)Testability (C 3.)Controllability (C 4.)Compatibility (C 5.)Implementability (C 6.)Assimilability 4 Perceived Usefulness Perceived Ease of Use Willingness to Pay 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 Technology Acceptance: + Assimilation Gap _

5 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (1of3) Which strategic options exist to lower the risk of non-efficient communication to the MDC partners? 5 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 Reduced ComplexityEnables MDC Increased Time to Market See also: Valerie Gayraud: Multidisciplinary Research in FET, 2005

6 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (2of3) 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. 6 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.

7 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 7 EXAMPLE: Electrical Energy Storage Innovation Project: MDC Requirements Know How requirements Electrochemistry Applied Physics Electronics & electrical engineering High Tech Innovation Marketing Semiotics Skill ASkill B / CSkill D Syntactic Stoichiometry, CFD (computational fluid dynamics) IC-Logic, rule set of electrical engineering, Market response function model, social percolation, diffusion models Semantic V 2 O 5 : Divanadium pentoxide; electrolyte concentration, graphite surface Charging/discharging, electrolyte lifetime, thermal behavior, environmental conditions TAM, WtP, Price Model, Business Model, Marketing Mix Pragmatic Self-discharge=>Min.! Energy density > 250mWh/cm 3 Availability > 99,99% Charging time < 3 hrs. DoD 1 > x% Optimize ROI! Optimize ROS! s.t. PU! & PEoU! How to cope with mutual goal conflicts? How to design MDC? 1 DoD: Degree of Discharge 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (3of3) :

8 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (1 of 2) 8 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. Time to market [Marketing/Sales] Customers PU 1 & PEoU 2 & WTP 3 [Economy/Finance] Innovation half-life [R&D of technology] Competitor Focus Customer Focus Entry Speed Focus 1 PU Perceived Usefulness; 2 PEoU Perceived Ease of Use; 3 WTP Willingness to Pay

9 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 9 1 MTB = Marketing TestBed Phase 0 Research Phase 1 Solution Engineering Phase 2 Prototype Phase 3 Pre-commercial Product Phase 4 Market entry Innovation = no mans land Market Pull Research Push MTB 1 ? Research&Development MTB 1 Market Entry Gap of Multidisciplinary Understanding Innovators Ear Customers Voice Markets are conversations 2 2 clue train Manifest Communication Stress 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (2 of 2)

10 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 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 10

11 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 11 Scouts Influencer Positive WOM Influencer Negative WOM Verifiers Social percolation field WOM: word of mouth actual periodnext period Cross industry

12 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum Diffusion vs. Percolation Diffusion: random fluid in defined medium Percolation: defined fluid (= innovation) in random medium (=market) Percolation Randomness of medium: porous sandstone Fluid: oil Graph Theory – Node (vertex, site) – Edge (arc, bond) Node spectrum /degree 12 Medium: Market: Demand represented by prospective buyers in community Fluid: Innovation spread Graph Theory – Buyer, Member of buying center, company – Communication channel Epidemic spread, critical probability C1 to C6 determine probability of innovation spreading in the adressed community (see page 4). CBI in B2B markets Social Percolation

13 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 13 In (c), the backbone for flow from left to right is shown with dark bonds, while isolated clusters and dangling branches are shown with light bonds. PERCOLATION THEORY AND NETWORK MODELING APPLICATIONS IN SOIL PHYSICS, BRIAN BERKOWITZ and ROBERT P. EWING Surveys in Geophysics 19: 23–72, 1998

14 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum 5. Conclusion (1 of 2) Innovations need multi experts team and their MDC. 14 MDC in INNOVATION & Hi-TECH PRODUCTS IDEADEVELOPMENT TEST MARKETING PROTOTYPE ENGINEERING ACCEPTANCE RELATIONSHIPS LANGUAGETECHNOLOGY LANGUAGE

15 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum S C I E N C E Students - MD 1 Teams Goods Market Project Innovation Manager B U S I N E S S Uni A Uni B Uni C Uni D Uni E E D U C A T I O N Coordination Solution Labour Market Team Building Demand 5. Conclusion (2 of 2) Our experience – (External) Project Innovation Management helps with MDC in the triangle SCIENCE – EDUCATION – BUSINESS

16 N00092 ETC Projekt SK - AT HiTECH Zentrum in der grenz ü berschreitenden Region Cezhraničn é HiTECH centrum Thank You ! Questions? Comments? 16


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