TEchNOLOGy TRaNSFER MODEL - Javna agencija

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Technology Management
Figure 18: Comparison of product and technology marketing (Source: Tschirky/Koruna, 1998)
The strategies involved are quite different: while traditional marketing is oriented towards competitiveness, technology marketing
may be primarily concerned with the financial and access-oriented optimization of technology potential, or with the targeted creation
of a network serving technology-relevant knowledge. There also exist significant differences with regard to the competences
required for successful technology marketing, for which expert technology knowledge concerning technology trends, technology
development as well as application and production is vital.
Moreover, instruments in traditional marketing are supported by describable products, systems and services whose prices are set
according to market rules and which reach the customers by market means and via real distribution channels. Technology marketing,
in contrast, primarily involves complex knowledge whose value is difficult to estimate, which becomes known via its reputation, and
whose distribution takes place in the form of situative technology transfer.
Nevertheless, it should be kept in mind that both types of marketing share the same goal: to increase the firm’s profitability.
5.9 Useful tip
In the course of the previous sections various methods and instruments with high potential to support technology related decisionmaking
have been presented. The following figure provides an overview of their various application possibilities in practice and is
aimed at supporting the reader in successfully applying the right instrument(s) to his/her activities.
Figure 19: Application possibilities of technology management methods and instruments (Source: Symposion Publishing, 2001)
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