n00092 etc projekt sk - at hitech zentrum in der grenz ü berschreitenden region cezhraničn é...

N00092 ETC Projekt SK - ATHiTECH 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



Content:1. High Tech Innovation Marketing as an Ongoing Multidisciplinary Communication (MDC) 2.Selected Semiotic Aspects of MDC in High Tech Innovation Marketing3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech Innovation4. The Case For Multidisciplinary Academic Education

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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



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:

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ATo show

the requirements of MDC in business-to-business

(B2B) marketing of high-tech innovation;

BTo show

methodical approaches in research and academic education to cope with

MDC challenges.



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

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Perceived Usefulness

Perceived Ease of Use

Willingnessto 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

_



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?”

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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 Complexity Enables MDCIncreased Time to Market

See also: Valerie Gayraud: Multidisciplinary Research in FET, 2005



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.

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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.



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EXAMPLE: Electrical Energy Storage Innovation Project: MDC RequirementsKnow How

requirements ElectrochemistryApplied Physics

Electronics & electrical engineering

High Tech Innovation Marketing

Semiotics Skill A Skill B / C Skill D

Syntactic

Stoichiometry, CFD (computational fluid dynamics)

IC-Logic, rule set of electrical engineering,

Market response function model, social percolation, diffusion models

SemanticV2O5: Divanadium

pentoxide; electrolyte concentration, graphite surface

Charging/discharging, electrolyte lifetime,thermal behavior, environmental conditions

TAM, WtP, Price Model, Business Model, Marketing Mix

PragmaticSelf-discharge=>Min.!Energy density > 250mWh/cm3

Availability > 99,99%Charging time < 3 hrs.DoD1 > 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) :



3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (1 of 2)

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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]

Customer’s PU1 & PEoU2 & WTP3

[Economy/Finance]

Innovation half-life [R&D of technology]

Competitor FocusCustomer Focus

Entry Speed Focus

1 PU Perceived Usefulness; 2 PEoU Perceived Ease of Use; 3 WTP Willingness to Pay



91 MTB = Marketing TestBed

Phase 0Research

Phase 1SolutionEngineering

Phase 2Prototype

Phase 3Pre-commercialProduct

Phase 4Market entry

“Innovation = no man’s land”

Market Pull

Research Push MTB1?

Research&Development MTB1 Market Entry

“Gap of Multidisciplinary Understanding”

Innovator’sEar

Customer’s Voice

Markets areconversations2

2 clue train Manifest

Communication Stress

3. Marketing Testbed as multidisciplinary experimental approach to Market Entry of High Tech (2 of 2)



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

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ScoutsScouts



Attitude Behavioral intention

Use TestQuality

of Use



CBI Group



Attitude Behavioral intention

Use TestQuality

of Use



CBI Group

Scouts

Influencer Positive WOM

Influencer Negative WOM

VerifiersVerifiers

Verifiers

Social percolation fieldWOM: word of mouth

actual period next period

Cross industry



Diffusion vs. PercolationDiffusion: 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

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• 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



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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 MODELINGAPPLICATIONS IN SOIL PHYSICS, BRIAN BERKOWITZ and ROBERT P. EWING Surveys in Geophysics 19: 23–72, 1998



5. Conclusion (1 of 2)

Innovations need multi experts team and their MDC.

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MDC in INNOVATION & Hi-TECH PRODUCTS

IDEA DEVELOPMENT TEST

MARKETING

PROTOTYPE

ENGINEERING

ACCEPTANCE

RELATIONSHIPS LANGUAGE TECHNOLOGY LANGUAGE



Students - MD1 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

LabourMarket

Team Building Demand5. Conclusion

(2 of 2)Our

experience – (External)

Project Innovation

Management helps with MDC in the

triangle SCIENCE –

EDUCATION – BUSINESS



Thank You !Questions?Comments?

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n00092 etc projekt sk - at hitech zentrum in der grenz ü berschreitenden region cezhraničn é...

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