TEchNOLOGy TRaNSFER MODEL - Javna agencija

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9 Product and Service Dissemination Don’ts: • Describe technology in each and every detail • Think like a scientist • Use jargon • Assume, that the benefits of your project are self-evident • Think that the audience is waiting for you and has enough time for you • Be unprepared • Leave home without a business card 9.6.3.2 Personal communication – the elevator pitch Innovation requires a dialog with target groups i.e. personal networks with which the ideas have already been deliberated, evaluated, and communicated at an early stage. Therefore the ambassadors of the innovation must always be prepared to convey information efficiently and effectively with maximum results to potential multipliers and opinion leaders. A good concept to prepare for such, often chance encounters is the Elevator Pitch. The essentials of the project should be communicated within 30 seconds. The following template can assist your preparation: • For…target customers – bridgehead segment only! • Who are dissatisfied with…the current market alternative • Our product is a…new product category • That provides…key problem – solving capability • Unlike…the current product alternative • We have assembled…key whole-product features for your specific application 9.6.3.3 Touch-points of employees In addition to external target groups, in a first step employees should be convinced of the new technology. (See module 4: Change Process). The multiplier-effect of fellow employees should not be underestimated. They are embedded in an extensive social arena as well, and are to be considered as sales representatives. Figure 10:The Touch-points of an employee In the communication process every communication channel at one’s disposal must be used. Creativity has no limits. An adequate means of communication must be created dependent on the positioning of the product or service. New media such as Intranet and newsletters are to be supplemented by effective “offline media” that are tangible and therefore have substance. 149
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS 9.6.3.4 Touch-points of customers Naturally target group number 1 is the customer respectively the potential, selected customer. The whole dissemination process is based on the defined strategy’s key points: • Corporate Advantage – Can the product’s/service’s unique advantage be adequately conveyed? • Target Group – Is my message received by the selected target group? Can I address their needs, worries, attitudes, and values? • Positioning – Does the message clearly convey what the product or service stands for? Figure 11:The Touch-points of a customer 9.6.3.5 Preannouncements New product preannouncements are strategic signals that firms direct at their customers, competitors, channel members, and investors. They have been touted as effective means of deterring competitor entry, informing potential customers, and even tipping the balance of technological standard battles in favor of the preannouncing firms. However, preannouncements also carry the risks of unwanted competitive reaction, and the negative consequences of undelivered promises (Sorescu, Shankar & Kushwaha, 2006). There are Pro’s and Con’s to new product preannouncement: 150
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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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