N 00092 ETC Projekt SK AT Hi TECH

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum THE MARKETING OF HIGH-TECH INNOVATION: RESEARCH AND TEACHING AS A MULTIDISCIPLINARY COMMUNICATION TASK R. Hasenauer, P. Filo, H. Störi ETZ-Projekt SK-AT N 00092 Cross Border Hi. TECH Center

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH 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 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 2

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH 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: A To show the requirements of MDC in business-to-business (B 2 B) marketing of hightech innovation; B To show methodical approaches in research and academic education to cope with MDC challenges. 3

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) (2 of 2) Criteria of High-Tech Innovation Marketability: (C 1. ) Innovativeness Technology Acceptance: (C 2. ) Testability Perceived Usefulness (C 3. ) Controllability (C 4. ) Compatibility Perceived Ease of Use (C 5. ) Implementability Assimilation Gap (C 6. ) Assimilability + 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 4

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (1 of 3) “Which strategic options exist to lower the risk of non-efficient communication to the MDC partners? ” 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 5

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (2 of 3) 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. 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. 6

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (3 of 3) : EXAMPLE: Electrical Energy Storage Innovation Project: MDC Requirements Know How Electrochemistry Electronics & High Tech Innovation requirements Applied Physics electrical engineering Marketing Semiotics Syntactic Semantic Pragmatic A Stoichiometry, CFD (computational fluid dynamics) B/C IC-Logic, rule set of electrical engineering, D Market response function model, social percolation, diffusion models V 2 O 5: Divanadium pentoxide; electrolyte concentration, graphite surface Self-discharge=>Min. ! Energy density > 250 m. Wh/cm 3 Charging/discharging, electrolyte lifetime, thermal behavior, environmental conditions Availability > 99, 99% Charging time < 3 hrs. Do. D 1 > x% TAM, Wt. P, Price Model, Business Model, Marketing Mix Optimize ROI! Optimize ROS! s. t. PU! & PEo. U! How to cope with mutual goal conflicts? How to design MDC? 1 Do. D: Degree of Discharge 7

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 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 PU 1 & PEo. U 2 & WTP 3 [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 PEo. U Perceived Ease of Use; 3 WTP Willingness to Pay 8

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (2 of 2) MTB 1 Research&Development Phase 0 Research Phase 1 Solution Engineering Phase 2 Prototype Phase 3 Pre-commercial Product Market Entry Phase 4 Market entry “Innovation = no man’s land” ? Research Push MTB 1 Market Pull “Gap of Multidisciplinary Understanding” Communication Stress Innovator’s Ear 1 Markets are conversations 2 MTB = Marketing Test. Bed 2 clue train Manifest Customer’s Voice 9

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH 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. 2: MTB for hazard detection robot in fire-fighting & underground coal mining. http: //www. taurob. com/de/produkte Example 4. 3: MTB for auto-adaptive temperature regulation by phase change material in building materials application 10

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 4. 4 The Case For Multidisciplinary Academic Education CREATIVITY & BUSINESS (2 of 6) DESIGN BUSINESS Form Manipulability Esthetic Feasibility Material Cost Phantasy Reality 11

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 4. 5 The Case For Multidisciplinary Academic Education INTEREGIO : The Picture as an MDC-Dialogue Tool in the Self-Government (3 of 6) CITIZENS Living Standards MUNICIPAL COUNCIL MAYOR To Win Election Architecture Students PICTURE Political Interests INVESTORS Profit - Benefits Marketing Students PROMOTION 12

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 4. 6 The Case For Multidisciplinary Academic Education PHARMARKET – The Health Care as a Multi-Component Environment (4 of 6) Ministry of Health Pharmacy CITIZEN Doctors Insurance 13

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 4. 7 The Case For Multidisciplinary Academic Education AGRO – BIO INNOVATIONS and MARKETING COMMUNICATION (5 of 6) AGRO FOOD INDUSTRY Ø Technology Ø Plant Protection Ø Plant Nutrition Ø Genetic Ø Flavors Ø Preservatives Ø Dyes Ø Surrogates Conservative environment Progressive environment Farmer Consumer 14

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 4. 8 The Case For Multidisciplinary Academic Education ON-LINE MARKETING (6 of 6) WEBSITE & I-NET PORTAL CONTENT DESIGN SEO 1 Text Photo Video Data Simple Image Interactive User friendly Key words Speed Range Availability Editor Designer IT expert 1: SEO = Search Engine Optimisation 15

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum 5. Conclusion (1 of 2) Innovations need multi experts team and their MDC in INNOVATION & Hi-TECH PRODUCTS IDEA DEVELOPMENT PROTOTYPE TEST ACCEPTANCE ENGINEERING MARKETING TECHNOLOGY LANGUAGE RELATIONSHIPS LANGUAGE 16

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum BUSINESS SCIENCE 5. Conclusion (2 of 2) Our experience – (External) Project Innovation Management helps with MDC in the triangle SCIENCE – EDUCATION – BUSINESS Team Building Project Innovation Manager Demand Goods Market Coordination Uni A Uni B Students MD 1 Teams Solution Uni C Uni D Labour Market Uni E EDUCATION

N 00092 ETC Projekt SK - AT Hi. TECH Zentrum in der grenzüberschreitenden Region Cezhraničné Hi. TECH centrum Thank You ! Questions? Comments? 18