Under such conditions successful operation is not always easy. Particularly in interdisciplinary co- operations researchers have to face a comprehension gap, which can often be attributed to a different problem perspective and approach. Moreover, for developments close to the market and their successful implementation integration of users during the development phase is inevitable. However, researchers normally only have restricted access to (potential) users. Besides, researchers are confronted with an increasing plenitude of tasks and act under high pressure of time.

To provide for an unhampered success, these complicating factors have to be minimised as far as possible. An intelligible communication is required, both internally and externally, to visualise contents and foci of research and render them acceptable. A reinforced interaction with the wider research-community helps to recognise potentials of co-operation and to look at the increasingly complex problems from different perspectives. Moreover, the risk in the development phase has to be reduced as far as possible. In this context a decisive factor is the early integration of potential users to safeguard acceptance of developments. The support of external partners with economic background is frequently required to efficiently cope with the plenitude of tasks in research consortia and small research organisations.

HiTec Marketing – itself a spin-off of the Vienna University of Economics and Business Administration – supports researchers in the field of high-technology with experiences at first hand. Our main focus lies in innovation management. This includes extensive representations of innovation projects in the context of innovation policy and social science as well as the analysis of socio-economic impacts of new applications of technology. Selected measures for increased networking promote the creation and fortification of the research-community; this includes tailor- made methods of interaction. Moreover, we assist national and international business development activities. We carry out analyses of the market environment for an assessment of the market situation and emerging trends. Intelligent user integration enhances the adoption rate thus enabling a successful implementation of developments.

In performing our tasks we attach great importance to the mutual interaction with our clients. Thereby we assume the role of a sparring-partner in order to jointly develop visions, objectives and implementation strategies in an exciting, creative dialogue. Innovative workshop concepts have turned out to be a valuable approach in particular to increase networking of the research- community. With the help of generally intelligible use cases applications are systematically worked off and the elicitation of user requirements is supported. For the analysis of the market environment expert interviews are a matter of course. In order to better cope with the complexity of research projects, we offer a systematic preparation and representation of information.

In this sense HiTec Marketing considers itself as provider of a market perspective, accelerator and active interface.