The marketing of high-tech innovation: research and teaching as a multidisciplinary communication task

Other literature type English OPEN
Hasenauer, Rainer ; Fi8lo, Peter ; Störi, Herbert (2013)
  • Publisher: Accent d.o.o.
  • Journal: International journal of multidisciplinarity in business and scienc, volume 1, issue 1 (issn: 1849-0581)
  • Subject: high-tech innovation marketing; multidisciplinary communication and education; marketing test bed; student teams; multidisciplinary education; pictures as communication device; CEE universities; topic group

Economically successful high-tech innovation is one of the driving forces for global welfare. Like innovation half-life, break-even time to market or technology acceptance, effective multidisciplinary communication between engineering and marketing is a critical success factor. This paper aims to show the requirements of multidisciplinary communication in B2B marketing of high-tech innovation and methodical approaches in research and academic education: 1. Requirements in high-tech innovation marketing as an ongoing dialogue between technology, finance and marketing. 2. Experimental method of marketing test beds for innovative high-tech start-ups based on a multidisciplinary approach. 3. Results of a multidisciplinary education scheme conducted by three universities that cooperate in high-tech innovation marketing by setting up workshops in pharmacy and health, agricultural and bio products, and information and communication technology (ICT). 4. Requirements of a multidisciplinary network spanning the triangle of science – education – business. This paper was funded by the European Territorial Cooperation Frame Program for Cross-Border Cooperation, SR-AUT 2007-2013, project code N00092, Cross-Border Hi-Tech Center.
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