High Tech Marketing

High-Tech markets are high-speed markets: they are characterised by an ongoing shortage of technology life cycles (technological dynamics) and the time-to-market (innovation dynamics). Thus, participants in these high-tech markets act in a dynamic, complex and uncertain environment. As products quickly become obsolete due to technological progress, intensive innovation competition prevails. A factor, which forces suppliers to permanently engage in innovation processes and to identify new possibilities of successful innovative activities. However, these important development tasks often lack resources – both of personnel and of financial nature. An unclear market and co-operation environment is often the reason for uncertainty and missed windows-of-opportunity. Data derived from standard market research does not provide much assistance in the targeted high-technology markets or is not even available. Innovation activities without commercial exploitation are no rarity, since marketing activities are often saved on in the early phase of development. This missing or too late integration of potential customers entails the danger that products and services are developed, whose market introduction is hampered or even rendered impossible as a result of a lack of acceptance. Investors are for the most part unsettled by the environment described.

Yet, the pressure for innovation is the driving element in high-tech markets and one of the reasons for their specific requirements. On the one hand experiential knowledge becomes an even more decisive resource, which has to be recorded and accessed to the whole organisation. On the other hand the necessity grows to reduce risks both in the development and the marketing phase. In this connection critical factors are systematic information about acceptance barriers and user expectations, a „healthy" external view of the market environment and the achievement of a critical mass by network building.

HiTec Marketing supports market participants in their national and international business development activities concerning either innovative technologies, products or services in technology-dominated markets. We accompany innovation projects up to their implementation including the consideration of the usage and market environment and the elaboration of comprehensive business and marketing plans with our customers. In order the be able to intelligibly demonstrate the added value of your idea, we evaluate innovation processes and technologies from an external as well as from an accompanying perspective. In this context bad news are no taboos for us – and are disclosed, if present, as early as possible to invest development budgets in a reasonable way. Moreover, we support the commercialisation of innovations by initiating context-adequate partnerships, since it is the know-who which besides the know-how gains more and more importance. We consider the provision of our innovation-specific knowledge as necessary complement to industrial consulting services. Knowledge management as well is no me-too product in our eyes, but lived reality which is readily transferred.

Performing our tasks we attach great importance to the situation-dependent integration of industrial, research-oriented as well as public organisations. This enables an effective safeguarding of chances in networked communities. Furthermore, main emphasis in accompanying innovation projects is put on the regular consideration of the user and competitive environment. In all our activities we deploy selected and tailored methods.

In this sense HiTec Marketing regards itself as impulse generator for innovative technologies, products and services, as active interface between the actors involved in the process and as provider of an external view.