Mais conteúdo relacionado Semelhante a Prof. Thomas Baaken:Science-to-Business Marketing - A new Model in Knowledge Transfer (20) Prof. Thomas Baaken:Science-to-Business Marketing - A new Model in Knowledge Transfer1. Science-to-Business Marketing
- A new Model in Knowledge Transfer
FITT Conference 2011
ICT INNOVATIONS: Research / Business / Society
10 May 2011, Brussels
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1
2. It is just simple
If you expect money for an accomplishment, like
research …
… you are on a market!
If you are on a market, you have to use marketing
models and instruments to be successful.
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 4
3. What is meant by successful research?
Universities are Research Institutions !!!
Many publications? Many first tier publications?
High amounts of external funding?
High industrial financial contributions (Third Stream Money)?
Many projects with companies?
Long lasting collaborations and strategic alliances? ?
Many patents?
Many Spin offs?
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 7
4. Sorry for the reminder to Marketing
The principle of Marketing is very very simple:
• First have a look at your potential customers and ask them, what they are after
• Produce and offer exactly that
• Offer it at a price level, that both of you could achieve
• Let your customers know, what you have done and are able to deliver
• Provide them with high quality and in a convenient way
That’s all!
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 8
5. Agenda
External
Marketing
Internal Marketing
Processes and
Structures
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 9
6. External
Marketing
Internal Marketing
Processes and
Structures
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 10
7. An example of market analysis outcomes
high
Position of
the University
Position
RESEARCH
Market view
Self view
Future
Companies with
experience
Companies without
any experience low
Simplified
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 11
9. Marketing-Trichter
Awareness-
Surveys
Image- &
Competitive
Surveys
Potential Analysis
Customer
Satisfaction
Analysis
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 13
10. I am going to read off a list of criteria
to you now ...
non clients clients
Total Agreement
9
8,36 8,35
8,06
7,77
7,78 7,71
8
7,52 7,38
7,28 7,24
7,06 6,98
6,82
7
7,33 6,66
7,37 7,10 6,70
6,83 6,71 7,01 6,78 6,84
6,84 6,70 6,60 6,23
6
6,29 5,81
5,90 6,03 5,90
5
5,37
4,53
4
No Agreement
3
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 14
12. Requests and assessments for
Research Providers
1 very important
1,24 Success factors
1,55
1,35
1,78 1,92 1,93 1,98
2,02
2
2,22
2,58
2,75 2,70
3
2,86
3,04 3,01
3,11
3,17
D Relevance D Performance
3,44
less important
4
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Means
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 16
13. External
Marketing
Internal Marketing
Processes and
Structures
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 22
14. Offering incentives (Pull Approach)
10% in addition to successful acquired and done projects in the technical
departments and non technical departments like Social Sciences
x% of the project budget for cash out for researchers or for their discipline to
choose
23m² for each 35.000,-- euro acquired Third Party Money
under the condition of a space negotiating model
Less teaching obligations
Make Transfer as a key issue in advertising academic
and staff positions and change the promoting system
Help desk for legal and management support, seminars for academics to get
more familiar with the market and to face clients
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 23
15. Education of academics
e.g. seminars to face and to deal with markets:
(Here a visitors group)
Create experiences or light bulb moments,
Use give aways, offer and take Business Cards,
offer coffee out of a chemical jar, use helmets, little
events, surprising actions, take and send follow up
contacts, some photos, make it touchable, address
Emotions, …
Direct the situation to the target group
Listen, ask for the customers needs and interests,
intelligible discussion, short term follow up-mail,
individualised gift e.g. with name, meet the customers
language, prepare the visit by learning names, let people
talk – don‟t talk too much by yourself, listen …
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 24
18. External
Marketing
Internal Marketing
Processes and
Structures
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 28
19. Professionalise the research and
transfer management
Blue Prints for every single Process
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 29
20. Partnership Development Model
Coordination
and
Strategic
Commitment Partnership
Partner
Common
Activities
Some complex
projects
Several
Projects
Project
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 30
21. CRM / PRM / KAM
in Partnership Development Model
CRM PRM KAM
Customer Relationship Management Partner Relationship Management Key Account Management
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 31
22. A new Business Model of TechTransfer
old
?
Science Knowledge/Technology Industry
Market Entrance
new
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 32
23. Select examples of instruments
Select
examples Processes Internal Marketing External Marketing
•Vice President •Survey on customer
•Research Offensive
•„Partnering” •Incentives
needs
Strategic •Vice President with for academics
•Market segmentation
Marketing Background •Customer satisfac-
•New Reputation System
•Privatise the TTO •SWOT Analysis
tion surveys
•CRM/PRM/KA •USP - Profile - Brand
•Company targeted
•Making delegates •“Speed dating” •Science-Business
of companies members •Teaching and Meetings
Opera- of committees Training of academics •Professionalised
•Early stage partnerships •Key Account
tive Fairs & Exhibitions
•IP Portfolio Management •Creating Value
•Small projects first Networks
– then bigger ones •Follow the Value
Chains Concept
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 33
29. Lessons learned
There need to be a real willingness and commitment of the board and management of
the University
Analysis. Analysis. Analysis. Lacking a strong data base and without market information
you cannot build any strategy
Produce and use Success Stories and Role Models, don„t be afraid of high swell, use
untrodden paths, its easier to get forgiveness than permission
Science-to-Business Marketing and successful research commercialisation need a
decent strategy and operations built on this
Science & Technology is not for itself, we need to take it somewhere, out of the
University; but academics need to have the framework provided
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 41
30. Thank you for your attention
I am looking forward to your
comments and questions!
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Professor Thomas Baaken, FITT for Innovation, Brussels, 10.05.2011 42