THE MARKETING OF HIGH-TECH INNOVATION: A MULTIDISCIPLINARY COMMUNICATION TASK

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THE MARKETING OF HIGH-TECH INNOVATION A
MULTIDISCIPLINARY COMMUNICATION TASK

• R. Hasenauer,
• ETZ-Projekt SK-AT N00092
• Cross Border HiTECH Center

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• 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

• 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
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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 high-tech
innovation
B To show methodical approaches in research and
academic education to cope with MDC challenges.
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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

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

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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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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.
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2. Selected Semiotic Aspects of MDC in High Tech
Innovation Marketing (3of3)
EXAMPLE Electrical Energy Storage Innovation Project MDC Requirements EXAMPLE Electrical Energy Storage Innovation Project MDC Requirements EXAMPLE Electrical Energy Storage Innovation Project MDC Requirements EXAMPLE Electrical Energy Storage Innovation Project MDC Requirements
Know How requirements Electrochemistry Applied 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
Semantic V2O5 Divanadium pentoxide electrolyte concentration, graphite surface Charging/discharging, electrolyte lifetime, thermal behavior, environmental conditions TAM, WtP, Price Model, Business Model, Marketing Mix
Pragmatic Self-dischargegtMin.! Energy density gt 250mWh/cm3 Availability gt 99,99 Charging time lt 3 hrs. DoD1 gt x Optimize ROI! Optimize ROS! s.t. PU! PEoU!
  How to cope with mutual goal conflicts? How to design MDC? How to cope with mutual goal conflicts? How to design MDC? How to cope with mutual goal conflicts? How to design MDC?
1 DoD Degree of Discharge
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3. Marketing Testbed as multidisciplinary
experimental approach to Market Entry of High
Tech (1 of 2)
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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3. Marketing Testbed as multidisciplinary
experimental approach to Market Entry of High
Tech (2 of 2)
ResearchDevelopment MTB1
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 mans land
?
MTB1
Gap of Multidisciplinary Understanding
Innovators Ear
Customers Voice
Markets are conversations2
Communication Stress
1 MTB Marketing TestBed
2 clue train Manifest
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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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Influencer Positive WOM
Influencer Negative WOM
Cross industry
Scouts
Scouts
Scouts
Verifiers
Verifiers
Verifiers
actual period
next period
WOM word of mouth
Social percolation field
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Diffusion vs. PercolationDiffusion random fluid
in defined medium Percolation defined fluid
( innovation) in random medium (market)

• Percolation

• Social Percolation

• Randomness of mediumporous sandstone
• Fluid oil
• Graph Theory
• Node (vertex, site)
• Edge (arc, bond)
• Node spectrum /degree

• 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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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 APPLICATIO
NS IN SOIL PHYSICS, BRIAN BERKOWITZ and ROBERT
P. EWING Surveys in Geophysics 19 2372, 1998
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5. Conclusion (1 of 2)Innovations need multi
experts team and their MDC.
MDC in INNOVATION Hi-TECH PRODUCTS
IDEA
DEVELOPMENT
TEST
PROTOTYPE
ACCEPTANCE
MARKETING
ENGINEERING
RELATIONSHIPS LANGUAGE
TECHNOLOGY LANGUAGE
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B U S I N E S S
Project Innovation Manager
Team Building
Goods Market
Demand
S C I E N C E
5. Conclusion (2 of 2)Our experience
(External) Project Innovation Management helps
with MDC in the triangle SCIENCE EDUCATION
BUSINESS
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
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Thank You !Questions?Comments?