High Tech Marketing

However, it is not easy for decision makers to fulfil their assigned role. They have to face a couple of hindering factors: The high technological dynamics, which requires quick decision making and implementation in order not to be outrun by the continuous development of research and economy thus losing important chances. The scarcity of budgets, which have to be deployed as focussed as possible and with a maximum of impact. And last but not least the complex decision-making cycles entailed by the political organisational structures, which seriously hinder flexible and timely responses.

These limiting constraints trigger an increased demand for a reliable, professionally generated basis for decision. To take account for the technological dynamic decision makers require an outward window, an overview across disciplinary boundaries and industries. This enables them to timely detect changes and to validate their assumptions. In order to implement decisions at the best possible rate and with effect on all relevant areas, bridges to actors as well as a high degree of interaction between the actors themselves have to be fostered. Involved actors expect to be informed about decisions and results in an understandable form.

That are challenging tasks, which can be barely accomplished by one person alone, in particular if he / she is heavily involved in his / her operative daily business. Yet, how to solve this dilemma? That is where HiTec Marketing comes into play. The HiTec team aims at supporting decision makers in technological policy in overcoming these hurdles and at helping them to fulfil their role as desired. Potential clients can be located in the international surrounding of EC and ESA as well as in national institutions such as ministries, Länder and funding institutions. Depending on the type of problem HiTec Marketing provides support in strategy finding in the context of technological policy or assumes the task of preparing tailored, efficient support programmes.

In order to ensure the success of the client's intended technology promotion and to boost acceptance, an increased networking and integration of all actors involved in the process is aimed at. An important point is the synchronisation of technology and market with the objective of remaining understandable even in the case of a high degree of innovation. Another important element in the opinion of HiTec Marketing is the mutual interaction with the client. In this context the HiTec team assumes the role of a sparring partner in order to jointly develop in an exciting, creative dialogue visions, goals and implementation strategies. Selected, tailored methods corresponding to international state-of-the-art are deployed. An audience- targeted preparation and presentation of the results enables the client to get through to the relevant actors in the decision and implementation process. The documented results of the study represent an important communication tool.

In this sense HiTec Marketing considers itself as impulse generator for the promotion of innovative technologies, as interface between the actors and as provider of an external view.

[1] Rycroft and Kash: The Complexity Challenge, 1999