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5 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) 65
KNOWLEDGE FOR BUSINESS IN BORDER REGIONS 5.10 Advice and links to worksheets Worksheet 5-1: Checklist Feasibility Study 5.11 References and further reading References: Amelingmeyer, Jenny; Harland, Peter E. (ed.) (2005): Technologiemanagement & Marketing. Herausforderungen eines integrierten Innovationsmanagements, Wiesbaden 2005. Bullinger, Hans-Jörg (ed.) (2008): Fokus Technologie. Chancen erkennen und Leistungen entwickeln, München 2008. Eversheim, Walter (ed.) (2003): Innovationsmanagement für technische Produkte, Heidelberg 2003. Gerpott, Torsten J. (2005): Strategisches Technologie- und Innovationsmanagement, 2 nd edition, Stuttgart 2005. Gerybadze, Alexander (2004): Technologie- und Innovationsmanagement, München 2004. Grienitz, Volker (2008): F&E-Management. Vorausschau – zentrales Element im F&E-Management, 1 st edition, Eschborn/Ts. 2008. Möhrle, Martin G.; Isenmann, Ralf (2002): Technologie-Roadmapping. Zukunftsstrategien für Technologieunternehmen, Berlin (i.a.) 2002. Pfeiffer, Werner et al. (1987): Technologie-Portfolio zum Management strategischer Zukunftsgeschäftsfelder, 5th edition, Göttingen 1987. Rohrbeck, Renè (2007): Technology Scouting – a case study on the Deutsche Telekom Laboratories, ISPIM-Asia Conference Paper, New Delhi 2007. Strebel, Heinz (ed.) (2003): Innovations- und Technologiemanagement, Wien 2003. Stummer, Christian; Günther, Markus; Köck, Anna Maria (2008): Grundzüge des Innovations- und Technologiemanagements, 2 nd edition, Wien 2008. Tiefel, Thomas (ed.) (2007): Gewerbliche Schutzrechte im Innovationsprozess, Wiesbaden 2007. Tschirky, Hugo et al. (2000): Technology marketing: a new core competence of technology-intensive enterprises, in: International Journal of Technology Marketing 20 (3-4), pp. 459-474. Tschirky, Hugo; Koruna, Stefan (ed.) (1998): Technologiemanagement. Idee und Praxis, Zürich 1998. Voigt, Kai-Ingo (2008): Industrielles Management. Industriebetriebslehre aus prozessorientierter Sicht, Berlin/Heidelberg 2008. Weule, Hartmut (2002): Integriertes Forschungs- und Entwicklungsmanagement. Grundlagen-Strategien-Umsetzung, München/Wien 2002. Further reading: Bower, Joseph; Christensen, Clayton M. (1995): Disruptive Technologies: Catching the wave, in: Harvard Business Review 73(1), pp. 43-53. Brockhoff, K. (1999): Forschung und Entwicklung: Planung und Kontrolle, 5. Auflage, München 1999. Brodbeck, H.; Birkenmeier, B.; Tschirky, H. (1995): Neue Entscheidungsstrukturen des integrierten Technologie-Managements, in: Die Unternehmung Vol. 49 No. 2, S. 107-123. Burgelman, Robert; Christensen, Clayton M.; Wheelwright, Steven (2004): Strategic management of technology and innovation, 4th edition, Boston 2004. Christensen, Clayton M. (2003): The Innovator’s Dilemma, New York 2003. Danneels, Erwin (2002): The dynamics of product innovation and firm competences, in: Strategic Management Journal 23(12), pp. 1095-1121. 66
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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 Survey
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