N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
THE MARKETING OF HIGH-TECH INNOVATION:
A MULTIDISCIPLINARY COMMUNICATION TASK
R. Hasenauer,
ETZ-Projekt SK-AT N00092
Cross Border HiTECH Center
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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
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
2
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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:
A
To show
the requirements of MDC
in business-to-business
(B2B) marketing of hightech innovation;
B
To show
methodical approaches in
research and academic
education to cope with
MDC challenges.
3
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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
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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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?”
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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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.
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
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
2. Selected Semiotic Aspects of MDC in High Tech Innovation Marketing (3of3) :
EXAMPLE: Electrical Energy Storage Innovation Project: MDC Requirements
Know How
Electrochemistry
Electronics &
High Tech Innovation
requirements
Applied Physics electrical engineering
Marketing
Skill A
Semiotics
Syntactic
Semantic
Pragmatic
Stoichiometry, CFD
(computational fluid
dynamics)
Skill B / C
IC-Logic, rule set of
electrical engineering,
Skill D
Market response function
model, social percolation,
diffusion models
V2O5: Divanadium
Charging/discharging,
TAM, WtP, Price Model,
pentoxide; electrolyte electrolyte lifetime,
Business Model, Marketing
concentration, graphite thermal behavior,
Mix
surface
environmental conditions
Self-discharge=>Min.! Availability > 99,99%
Optimize ROI!
Energy density >
Charging time < 3 hrs.
Optimize ROS!
250mWh/cm3
DoD1 > x%
s.t. PU! & PEoU!
How to cope with mutual goal conflicts? How to design MDC?
1 DoD: Degree of Discharge
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HiTECH Zentrum in der grenzüberschreitenden Region
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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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
3. Marketing Testbed as multidisciplinary experimental approach to Market
Entry of High Tech (2 of 2)
MTB1
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
MTB1
Market
Pull
“Gap of Multidisciplinary Understanding”
Innovator’s
Ear
Communication
Stress
1
Markets are
conversations2
MTB = Marketing TestBed
2
clue train Manifest
Customer’s
Voice
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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:
Example 4.2: MTB for hazard
detection robot in fire-fighting &
underground coal mining.
CCPM device:
Continuous
Compliant
Passive
Motion
http://www.taurob.com/de/produkte
Example 4.3: MTB for auto-adaptive
temperature regulation by phase change
material in building materials application
10
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
Influencer
Positive WOM
Influencer
Negative WOM
Cross industry
Scouts
Scouts
Scouts
Perceived
Usefulness
Perceived
Usefulness
Attitude
Verifiers
Verifiers
Verifiers
Perceived
Ease of Use
Behavioral
intention
Quality
of Use
Perceived
Ease of Use
CBI Group
actual period
WOM: word of mouth
Use Test
next period
Social percolation field
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné 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
Social Percolation
•
•
•
•
•
•
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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
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
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N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH 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 MD1 Teams
Solution
Uni C
Uni D
Labour
Market
Uni E
EDUCATION
N00092 ETC Projekt SK - AT
HiTECH Zentrum in der grenzüberschreitenden Region
Cezhraničné HiTECH centrum
Thank You !
Questions?
Comments?
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