TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
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9<br />
Product and Service Dissemination<br />
The marketing plan consists of six important elements<br />
• Marketing objectives (mission, vision, sales goals, market share…)<br />
•T arget customer segments (demographic, psychographic, industries…)<br />
• Market research and strategies (customer‘s preferences, competitors, sales forecast, strategy…)<br />
• Product / service offering description and the focus of creating a relevant competitive advantage (primary attributes, benefit,<br />
product positioning)<br />
• Marketing mix (4 or 7 or 8 P‘s)<br />
• Customer Relationship Management (acquisition, satisfaction, retention…)<br />
But in the field of innovation marketing the traditional marketing programs may fail because of the assumption, that customers<br />
understand the usefulness of products and services and know how to evaluate its features.<br />
• Marketing should integrate the „education“ of customers<br />
• Understanding the new need / the concept of the product<br />
• Understanding the different types of products / services<br />
• Giving evidence that you are offering the best solution<br />
Marketing of new products and services is in general more difficult than marketing of existing, known products with a more or<br />
less established circle of customers. The customer of an innovative product has to be motivated to adopt this novelty.<br />
9.4 The definition of dissemination<br />
Dissemination is generally seen as a measure, through which the results are brought into the awareness of certain target groups.<br />
In this case, dissemination (diffusion) refers to a special communication process, which spreads information to the members of a<br />
community. Dissemination is expressly limited to concern those messages only, which contain new ideas, whereas communication<br />
research concerns all kinds of communication (Suurla & Markkula, 1999).<br />
The purpose of dissemination is to influence people’s behavior, so that they will adopt or at least become aware of a new idea,<br />
product or service, which is being disseminated. The use of various kinds of methods supporting each other is important when<br />
planning dissemination. Research results show, that although the communication media are the best channels to introduce innovations,<br />
the change of attitude required for their adoption is most effectively achieved through interaction between people (Rogers<br />
& Shoemaker, 1971). The interesting aspect of dissemination is the very interdisciplinary aspect of this field of science. It combines<br />
topics from psychology (human behavior), sociology (inter personal and inter group behavior), education (the share of knowledge),<br />
economies (know how of market forces, pricing strategies, business models), communication theory (effects of mass media, mass<br />
communication and new media) and many other sciences.<br />
9.5 The process of innovation / technology management<br />
In companies dealing with new technologies and innovation the innovation process in its most typical form is described by the<br />
steps: analysis, planning, developing, testing, integration and marketing.<br />
Sadly this process – from a technical viewpoint regarding the development of new products and solutions - is frequently linked to<br />
the classical sales process only at the very end. Marketing, respectively dissemination is reduced to the task of simply selling the<br />
new development and innovation.<br />
Figure 2: The Process of Technology Management<br />
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