TEchNOLOGy TRaNSFER MODEL - Javna agencija

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9 Product and Service Dissemination Figure 7: The three steps of segmentation, targeting and positioning Besides a clear identification of customer groups the development of a clear and encompassing picture of the relevant stakeholders is indispensable. These stakeholders can, if suitably integrated into the activities, create a well-prepared environment in which it is easier for customer groups to accept new technologies. Primarily which stakeholders – aside from customers – are to be taken into account? • Investors • Suppliers • Regional stakeholders • Media • Government • Partners • Educational sector • Activists • Employees For each of these stakeholders a sort of communications matrix is to be created which works out each stakeholders’ key concerns, existing networks and media behavior. Subsequently, based on this analysis the utilized communication methods and channels, as well as the respective key messages are developed. 9.6.3 Choosing the right channel and media format The traditional style of mass communication, and the aim of influencing target groups, concentrated on a massive build-up of advertising pressure – mainly via mass media channels such as TV, radio, and print – and as a result generating recognition, image, trial, and repeat sales. The goal was to achieve maximum recognition via concentrated input in form of advertising budgets, to subsequently maximize the diminishing number of first-time and repeat buyers. 147
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS Figure 8:The traditional marketing funnel (Forrester Research, Inc.) Contrary to that is a new paradigm in communication. Communication channels have become invariably more complex. Due to interactive influencing of target groups (e.g. recommendation, evaluation), an effect of Web2.0, and increased competitive pressures, the process of dissemination does not proceed linearly, but multidimensional. Figure 9:The new marketing funnel (Forrester Research, Inc.) 9.6.3.1 Basics in communication of innovation Personal communication is the method of choice for all processes of dissemination. The marketing of technical products and services is a difficult matter at best. Several do’s and don’ts are to be observed in communication: Do’s: • Speak the language of your various target groups • Make the messages short and clear • Focus on benefits • Use stories, anecdotes, metaphors • Correct identification of target groups • Use appropriate channels and manners of addressing the audience • Provide supporting data, be credible • Use examples of best practice 148
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Spoštovani! Pred vami je priročni
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KAZALO VSEBINE Module 1: Technology
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1 Technology Transfer Model to impr
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1 Technology Transfer Model Survey
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3 BUSINESS CULTURE universals, in w
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3 BUSINESS CULTURE Raising question
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4 Figure 1:Lewin’s phase model of
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4 CHANGE PROCESS Then create a visi
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6 KNOWLEDGE TRANSFER In order to se
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