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The Foundation of HiTec Marketing
HiTec Marketing has its seeds in the Department of Marketing of the Vienna University of Economics and Business Administration. In 1997 the later founders of HiTec Marketing and then-members of the department realised the increasing necessity to stronger link the two separated fields of innovation research and high-technology marketing. This need was also justified by the fact that although in Austria international top-level research was carried out in numerous sectors of technology, adequate methods for the commercialisation of these technologies were not very common or did not even exist. Such tasks were considered by university members more as consulting in technology transfer. For that purpose in 1998 HiTec Marketing was established as independent, hybrid research institution, which is able to act flexibly and timely, researches independently and is perceived as valuable partner in national and international projects.
Why is HiTec Marketing a Society?
The paramount objective of HiTec Marketing consists
in the generation of new knowledge and competencies in the field of high-technology
and technology marketing. A macroeconomic purpose is pursued, which serves
the promotion of technologies and innovations and does not focus on the
microeconomic realisation of profits for the own company. As a result HiTec
Marketing was not established as ltd or plc but as friendly, ideal and
independent society, which supports the general public, e.g. public administration,
start-ups, technology-oriented companies, young researchers, with the generated
knowledge.
Marketing in Which Sense
High-technology marketing
is realised by HiTec Marketing in the sense of business development – and
not conceived as PR, lobbying or sales support for new technologies.
For the successful implementation of an idea it is vital to consider
the market and its requirements already in the early phase. Thereby
the customer constitutes the core of the marketing concept – to
integrate the customer right from the beginning in the development
in order to safeguard the later market success is our philosophy.
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... riding the waves of innovation |