S2B-conference program

CROSS- ORGANIZATIONAL VALUE CREATIONCollaborative Innovation | Design Thinking | Business Models13th Science-to-Business Marketing ConferenceJune 2 — 4, 2014 | Winterthur, Switzerland

TABLE OF CONTENTS

6 General Information

9 Program-at-a-Glance

10 Pre-conference Activities

11 Social Activities

12 Conference Day 1

15 Conference Day 2

17 Keynote Speakers

20 Partners

22 Sponsors

23 Organizers

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WELCOME

Dear guests and participants, On behalf of the conference organizers and the scientific com-mittee, we take great pleasure in welcoming you to the 2014 Science-to-Business Marketing Conference. With a focus on “Cross-Organizational Value Creation”, the conference brings to-gether a unique set of experts from research institutions, indus-try and intermediaries to help foster a powerful environment of dialog and collaboration. The conference aims to explore in depth how these new cooperative networks work, and facilitate the cre-ation of new ones.We want to live what is at the heart this conference: modern col-laboration relationships. We therefore encourage you to actively participate in the discussions and use the next three days for networking and generating new opportunities. We believe that learning, developing new and existing contacts, as well as having a good time, are highly interlinked aspects of this conference.To all those who made this event possible, including the Scien-tific and the Practitioners Commitees as well as the Organizing Committee and the professional support staff, we are thankful for your support.We are very much looking forward to three days of insightful di-scussions and wish you a successful conference and a pleasant stay in Switzerland.

Warm regards,

Frank HannichHead Center for Strategic Customer Relations-hip Management, ZHAW School of Management and Law, Co-Chair of the Scientific Committee

Thomas BaakenDirector of the Science-to-Business Marketing Research Centre, Co-Chair of the Scientific Committee

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Venue

The conference will take place at the main buil-ding of the ZHAW School of Management and Law, a 3-minute walk from Winterthur train stati-on. Distinguished by its semi-circular facade, the building is an architectural landmark in Winter-thur. Built in 1927–1928 by renowned architects Rittmeyer and Furrer, it originally served as the business headquarters of Gebrüder Volkart, a leading trading house of that time. The School moved into the building in 1989 and to this day, the architecture continues to inspire researchers and students alike.

Conference address

Volkart-Gebäude, St. Georgen-Platz8400 Winterthur (Zurich), [email protected], www.sml.zhaw.ch

MEETING POINTS

The meeting point for the pre-conference acti-vities is at the Meeting point: Foyer of the con-ference location. Meeting point Säntis: 12 noon Meeting point: Foyer Volkart- Gebäude. Meeting point for other pre-conference activities: 2 p.m. Meeting point: Foyer Volkart-Gebäude.

Info Desk

The info desk will be at the entrance for regis-tering conference participants and for providing them with all necessary information about the conference.

WiFi Access

WiFi access is available everywhere throughout the conference. Connect to network “event-ZHAW”, entering the password: 27ZHAW5event

Social Media

Please take part in our conversation on Twitter using the hashtag #s2b14. We look forward to a lively discussion on the Twitter wall!

Conference Program on your Smartphone or Tablet

View the detailed conference program on your smartphone or tablet. Go to http://web.s2b-conference.comor scan the QR-code here:

Transport

Attendees will have easy access to the public transport network, with many express, intercity and regional trains stopping in Winterthur every day and a comprehensive bus network connec-ting all parts of the city. Zurich airport is only a 15 minute train ride from Winterthur – with over 100 direct train connections a day.

For train schedules and information, please refer to: www.sbb.ch

The tightly-woven bus network covers all cor-ners of the town. The first buses leave at 5:30 a.m., the last ones at around 0:30 at night. A special museum bus runs from the main station to the Oskar Reinhart museum, the Römerholz collection and back again on an hourly basis.

Please note that the conference location is within walking distance from all recommended accom-modation locations (max. 20min).

For bus schedules and information, please refer to: www.stadtbus.winterthur.ch

Cloakroom Facilities

Attendees can securely store umbrellas, coats and laptops free of charge at the entrance of the conference lobby. Conference staff will be pre-sent at the info desk at all times.

Language

The official conference language is English.

GENERAL INFORMATION

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GENERAL INFORMATION

About Winterthur

Winterthur is a treasure trove of art, history and nature. The medieval heart of the city is full of life no matter what the time of day. Shops, restaurants, markets and festivals bring the charming Old Town to life and provide a meeting place for locals, visitors and businesspeople alike. Being a city small enough to get around conveniently while also having a big-city atmosphere makes Winterthur a popular des-tination. The pedestrian zone in the charming Old Town is considered to be Switzerland’s largest. Venerable mansions in and around the Marktgasse, the City Church, the Fisher Maiden’s Fountain and the famous Town Hall Passage are great attractions

About Zurich

The city of Zürich lies in the heart of Europe and at the center of Switzerland, on the northern shores of Lake Zürich. Its multicultural flair and the variety of leisure activities on offer attract guests from all over the world to this “region of short routes”. Thanks to its top-quality infrastructure set amidst natural surroundings, it is a popular place for study and research.Zürich is also known for its lively tradition of merchant guilds, dating back to the Middle Ages. Equally impressive are their fine guild houses and guildhalls – such as the Zunfthaus zur Waag, open since at least 1303. Like the Grossmünster church, the Lindenhof square and the Öpfelchammer restaurant in the Niederdorf, these venues are now among the city’s cherished emblems.

PROGRAM-AT-A-GLANCE

Monday, June 2

Pre-conference day14:00–18:00 Pre-conference activities20:00–22:00 Local pub tour

Tuesday, June 3

Conference day 108:15–09:00 Registration, coffee and croissants09:00–10:45 Keynote session10:45–11:15 Coffee break11:15–12:45 Parallel sessions 1Tracks: → Knowledge Networks & Knowledge Transfer → Design ThinkingWorkshops: → Making Transnational Part nering Inno vation

work → Science-to-Business Marketing revisited –

Identifying market potential and business opportunities

→ The Power of Service Design for Business

12:45–14:00 Lunch break14:00–15:30 Parallel sessions 2Tracks: → University-Business Corpora tion → Marketing Management → ICT Tools in and for Experiments and

Product/Service DevelopmentWorkshops: → Collaborative research – Learning through

participatory scenarios → Design Thinking – Show, don’t tell

15:30–16:00 Coffee break16:00–17:00 Parallel sessions 3Tracks: → Students and Education in University-

Business Coope ration → Design Thinking → Fostering Innovation & Entrepreneurship → Marketing & Management Re search:

Models and practice examples

17:00–18:00 Open panel discussion18:30–24:00 Wine and chocolate reception / Gala dinner

Wednesday, June 4

Conference day 208:45–09:15 Morning coffee09:15–10:45 Keynote session / Panel discussion10:45–11:15 Coffee break11:15–12:45 Parallel sessions 4Tracks: → Science-to-Business Mar keting → Business Models → Innovation and ChangeWorkshops: → Potentials and challenges of multi-sided

Public Private Partnerships → New Paradigm “Service Dominant Logic”:

How does Service Dominant Logic enable companies to invent new business?

12:45–14:00 Lunch break14:00–15:30 Parallel sessions 5Tracks: → Entrepreneurial Universities → Knowledge Transfer and ValorizationOpen Space: → Developing project ideas and partnerships

for European funding programsWorkshop: → Science-to-Business Marketing starts in

the researcher’s head. How can we raise researchers’ awareness of business- opportunities?

15:30–16:00 Closing session

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PRE-CONFERENCE ACTIVITIES

June 2, 14:00–18:00 (Meeting point: Foyer)

Workshop “The UBC Ecosys tem – Describing University- Business Cooperation (UBC)”Engage in a workshop on the University-Business Cooperation Eco-system at the Technopark Winterthur. The UBC ecosystem work-shop will offer practitioners and academics a working model for the strategic understanding of university-business cooperation (UBC). Using the UBC ecosystem model as a guiding framework, attendees will explore the various elements of the ecosystem and benefit th-rough the application of the model to their own setting which will outline areas for action.Please note: The workshops do not take place at the con ference venue.

Todd Davey and Victoria Galan Muros ( Science-to-Business Marketing Research Centre)


Site visit at Empa Swiss Federal Laboratories for Materials Science and TechnologyThe site visit will give you an overview of Empa’s key research areas through a number of lab visits as well as insights on Empa’s holistic approach to knowledge and technology transfer.

SOCIAL ACTIVITIES

June 2,14:00–18:00 (Meeting point: Foyer)

Swiss Science Center TechnoramaVisit the Swiss Science Center Technorama and let yourself get car-ried away in the amazing world of science – a true feast for all your senses. With its over 500 exhibits (experiment stations) and, wi-de-ranging lab facilities, Technorama is one of the largest and on ac-count of its quality and its exemplary informal educational function, – most renowned science centers in the world.


Trip to Mount SäntisTake a trip to mount Säntis, the highest mountain in the Alpstein massif of northeastern Switzerland. Mount Säntis is a spectacular site in the northeast of Switzerland. One can comfortably get to the Panorama Restaurant at the top of the mountain with the aerial cable car Schwägalp–Säntis, one of the most used mountain trains in Switzerland.


Local pub tour WinterthurJust after finishing the pre-conference day, all participants are invi-ted to join us on a local pub tour, which will take place in Winterthur. Winterthur offers a wide range of pubs and this would be the easiest (and nicest!) way to get together!

June 3, 18:30-19:00 (Schloss Laufen)

Wine and Chocolate Recepetion Enjoy a wine tasting session organized by Mövenpick, one of the leading importers and vendors of premium wines from all over the world.

June 3, 19:00–24:00 (Schloss Laufen)

Gala DinnerThe gala dinner wil l be held at the Schloss Laufen. This heritage castle, offering possibly the finest view of the Rhine Falls, Europe’s largest waterfall, will play host to the participants on the evening of June 3. The dinner itself will be in a free-flowing buffet style format which will enable you to circulate and give you a chance to forge new friendships and renew old ones. The food will be a medley of modern international cuisine and the open bar will offer you unlimited beer and wine. And that’s not all – there will be live DJ music, loud enough to keep your feet tapping and quiet enough to encourage conversation.

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CONFERENCE DAY 1

June 3, 14:00–15:30 (Room SW 311)

Workshop: “Collaborative research – Learning through participatory scenarios”The increasing complexity of today’s business environments de-mands more integrative R&D approaches. In this workshop, partici-patory scenario planning for collaborative research will be presen-ted as it is applied for strategic innovation at the CIE. Participants will be lead through an interactive speed scenario session, learning and experiencing the power of collaborative scenario development and analysis.

Adrian W. Müller and Jacques Hefti (ZHAW Center for Entrepreneur-ship & Innovation)

June 3, 14:00–15:30 (Room SW 129)

Workshop: “Design Thinking – Show, don’t tell” Participants will get a hands-on experience and general under-standing of the main characteristics and benefits of Design Thin-king. We will help participants to rediscover an ability which they have since childhood: The ability of learning by failing. No method can guarantee success. But Design Thinking can guarantee conti-nuous learning and improvement (if you have an open mind).

Andreas Ninck and Dominic Hurni (Berne University of Applied Sciences)


Coffee break

Parallel sessions 3

June 3, 16:00–17:00 (Room 201)

Track session: “Students and Education in University-Business Cooperation”→ “University Industry Interaction Best Practice Model For

Partnership”, Kari Laine (Satakunta University of Applied Sciences)

→ “Creation Of Cross-Organizational Values In The Educational Project Em A2 Sigma”, Anna Sadecka (University of Warsaw)

→ “Design Of The Msc Degree In Color Technology For The Automotive Sector”, Francisco Miguel Martínez- Verdú (University of Alicante)


Lunch break

Parallel sessions 2

June 3, 14:00–15:30 (Room SW 201)

Track session: “University-Business Corporation”→ “Fostering University-Industry Cooperation And Regional

Development: A Case Study Of The Innovation Incubator At Leuphana University Of Lüneburg”, Johann Bronstein Bejarano (Leuphana University Lüneburg)

→ “Channels Of Knowledge And Technology Transfer Between Universities And Industry In Mexico”, Josué Cortés-Zárate (University of Veracruz)

→ “University Networks Value Creation Of Knowledge Transfer In Enterprise Clusters”, Matti Lähdeniemi (Tampere University of Technology)

→ “Lack Of Coordination Between Employment University And Industry Policies In Tunisia”, Hammadi Ayadi (Centre de Biotechnologie de Sfax)

June 3, 14:00–15:30 (Room SW 202)

Track session: “Marketing Management”→ “The Identity Matching Concept: A Collaborative Planning-Inf-

rastructure To Integrate And Match Communication Content”, Markus Erbach (HMKW Berlin)

→ “Using Text Mining For Churn Prediction”, Anders Schatzmann (Zurich University of Applied Sciences)

→ “The Psychology Of Critical Incident Tech nique [CIT] On Brand-Switching: A Banking Sector Review”, Chinedum Nduka ( Micheal Okpara Federal University of Agriculture Umudike)

→ “Customers As Investment Objects – A New Perspective On Marketing”, Christoph Heitz (ZHAW Institute of Data Analysis and Process Design)

June 3, 14:00–15:30 (Room SW 203)

Track session: “ICT Tools in and for Experi-ments and Product/Service Development”→ “Online Web Experiments Using Live Web Content Artefacts”,

Roger Seiler (ZHAW Institute of Marketing Management)→ “Web API: an Effective Tool for Co-creation in ICT Sector”,

Robert Viseur (University of Mons)→ “Visual eHealth – An ICT Innovation And Dissemination

Strategy To Improve Our Well-Being”, Yves Pauchard (ZHAW Institute of Applied Information Technology)

→ “Rapid Development of ICT Business Services by Business Analysts Independent of Computer Scientists”, Jürgen Spiel-berger (ZHAW School of Engineering)


Registration, coffee and croissantsPlease arrive early for the registration so that you can pick up your name tag and conference bag and have the time to enjoy a cup of coffee with other attendees before the start of the event.

June 3, 09:00–10:45 (Auditorium)

Keynote session→ “Science-to-Business: Connecting the dots”, Oliver Gassmann

(Professor of Technology and Innovation Management, University of St. Gallen, Switzerland)

→ Andy Polaine (Service and Experience Design Consultant, Writer, Educator)

→ Matthias Kaiserswerth (Director of the IBM Research Laboratory, Zurich, Switzerland)


Coffee break

Parallel sessions 1

June 3, 11:15–12:45 (Room SW 201)

Track session: “Knowledge Networks & Knowledge Transfer”→ “How Can Universities Be The Incubators Of Creative

Talents?”, Emese Pupek (University of Applied Sciences Budapest)

→ “Hanse Business Reloaded”, Nisha Korff (Münster University of Applied Sciences)

→ “Social Sciences And Humanities – Creating Impact In The Innovation Value Chain”, Christoph Koeller (Goergen & Koeller GmbH)

→ “IPT’S ‘Quick&Dirty’ Technology Valuation Model: An Empirical Analysis On The Mettalurgical Industry”, Paulo Brito Moreira de

Azevedo (Institute for Technological Research São Paulo)

June 3, 11:15–12:45 (Room SW 202)

Track session: “Design Thinking”→ “A Method For Design Thinking”, Alexander Tsigkas (Demokritos

University of Thrace)→ “Overcoming Barriers To Successful Implemen tation Of The

Design Thinking Process”, Kristina Tool (Kristina Tool Studio, Service Design)

→ “Design And Innovation – A Provisional Model”, Bettina Minder (Lucerne Univer sity of Applied Sciences and Arts)

→ “Design Thinking And Decision-Making Process As Strategic Tools For Innovation”, Teodora Lazarova (VUZF University Sofia)

June 3, 11:15–12:45 (Room SW 203)

Workshop: “Making Transnational Partnering Innovation work”We believe that cooperation is essential for innovation. International partners expand your knowledge network, help accessing shared resources, share financial risks and open access to new markets. Join us for an interactive discussion on how to find technology and innovation partners, what to consider when setting up a collabora-tion agreement and how to avoid the most common pitfalls.

Emile Dupont and Gerhard Gass (Euresearch)

June 3, 11:15–12:45 (Room SW 111)

Workshop: “Science-to-Business Marketing revisited – Identifying market potential and busi ness opportunities” Science-to-Business Marketing is a key success factor in tech-nology transfer and University-Business Cooperation (UBC). The workshop will present simple but powerful tools to identify potential markets and business opportunities. We will also discuss how to adapt these tools to a university’s system. The benefit to parti-cipants is to get to know hands – on tools which can directly be applied to their daily business.

Thomas Baaken (Science-to-Business Marketing Research Centre)

June 3, 11:15–12:45 (Room SW 129)

Workshop: “The Power of Service Design for Business”Participants of this workshop will shape a common understanding of the term Service Design. Based on this they will understand the potential of Service Design for both the service and the product eco-nomy. Finally they will get ideas and numerous further links to practi-cal tools for the application of Service Design in their daily business.

Jürg Meierhofer (Swiss Institute of Service Science)

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June 3, 16:00–17:00 (Room 202)

Track session: “Design Thinking”→ “Design Thinking For Education: Case Of Design Study

Programme At Kauno Kolegija”, Dovilė Gaižauskienė (Kauno Kolegija University of Applied Sciences)

→ “Fostering Entrepreneurial Mindset Using Design Thinking Approach In Entrepreneurship Education”, Ana Daniel (Uni-versity of Aveiro)

→ “Design Thingking – Roadmap To Epi phany?”, Andreas Ninck (Berne University of Applied Sciences)

June 3, 16:00–17:00 (Room 203)

Track session: “Fostering Innovation & Entre-preneurship”→ “How University Start-Up Support Schemes Could Be Im-

proved By External Evaluation”, Tibor Dőry (Széchenyi István University)

→ “Impact Of Business Incubation In The Innovation Ecosystems: Agent-Based Computational Models And Experiences In Cent-ral Florida”, Henriette Schoen (University of Central Florida)

→ “Academic Intrapreneurship As An Antecedent For Academic Entrepreneurship”, Sue Rossano (Münster University of Applied Sciences)

June 3, 16:00–17:00 (Room SW 303)

Track session “Marketing & Management Re search: Models and practice examples”→ “Behavioural Economics – A Field Experiment Based On

A Behaviour Change Model”, Nina Hänsli (ZHAW Institute of Marketing Management)

→ “Measuring Value Created Through Corporate Social Respon-sibility In Value Creation Chain”, Donatas Jonikas (Klaipeda University)

→ “Bank Risk Management – The Role Of National Culture Of Foreign Investors. Case Of Poland”, Lech Kurklinski (Warsaw School of Economics)


Open Panel discussion→ “Can companies take the lead in funded research? Vision,

reality or illusion”

Moderated by: Frank Hannich (ZHAW Institute of Marketing Management)

18:00–18:30 (Foyer)

Bus transfer to Schloss Laufen

June 3, 18:30–24:00 (Schloss Laufen)

Gala dinnerThe gala dinner, overlooking Europe’s largest waterfall, will be preceded by a wine and chocolate reception.

CONFERENCE DAY 1


Morning coffee


Keynote session, followed by a panel discussion→ “Communication is shouting – Marketing is listening”, Thomas

Baaken (Director of the Science-to-Business Marketing Research Centre, Germany)

→ “Innovative Switzerland”, Georges Haour (Professor of Technolo-gy and Innovation Management, IMD, Switzerland)


Coffee break

Parallel sessions 4

June 4, 11:15–12:45 (Room SW 201)

Track session: “Science-to-Business Mar keting”→ “The Role Of Partnership In The Field Of Science To Business

Marketing”, Szabolcs Pronay (University of Szeged)→ “Getting To The Top (Training-On-The-Project): Strengthening

The Collaboration Between Science And Business”, Michael Krause (Albert Ludwigs University of Freiburg)

→ “A Public Science Product Needs Proper Marketing: Poland’s Poor Experiences And Great Challenges”, Andrzej Jasinski (University of Warsaw)

→ “Managing Relationships In Interdisciplinary Research Projects – The HoQ Experience”, Marie-Christin Papen (Dresden Univer-sity of Technology)

June 4, 11:15–12:45 (Room SW 202)

Track session: “Business Models”→ “Evaluating Services And Associated Business Models Using

A Multi-Tier Framework”, Doris Weitlaner (CAMPUS 02 Univer-sity of Applied Sciences Graz)

→ “Agile Methods In A New Area Of Innovation Management”, Patrick Link (Lucerne University of Applied Sciences and Arts)

→ “Depth Of The Value Chain And Closeness To Customers – Business Model Differences Between Chinese And Western SMEs”, René Rüttimann (Zurich University of Applied Sciences)

June 4, 11:15–12:45 (Room SW 203)

Track session: “Innovation and Change”→ “Second Generation Recommendation Engines in a SME

B2B Context: A Case Study”, Thomas Eggel (ZHAW Institute of Applied Simulation)

→ “CIAKL – Cinema And Industry Alliance For Knowledge And Learning”, Denise Becker (Münster University of Applied Sciences)

→ “Supporting Networked Innovation Projects In Developing Market-Oriented Solutions – The Case Of An EU Collaborative Innovation Programme”, Martin Jaekel (Zürich University of Applied Sciences)

→ “Transition Paths Towards Value Creation In 100% Renewable Energy Regions”, Wolfgang Gerstlberger (University of Southern Denmark)

June 4, 11:15–12:45 (Room SW 111)

Workshop: “Potentials and challenges of multi- sided Public Private Partnerships”With innovation processes increasingly organized in the form of open innovation and increasing significance of cooperation along the value chain, the role and significance of multi-sided R&D pu-blic private partnerships will be discussed. Based on real-word examples participants will learn about different models as well as best-practices in setting up and running these PPPs.

Gabriele Dobenecker (Empa Swiss Federal Laboratories for Materials Science and Technology)

June 4, 11:15–12:45 (Room SW 129)

Workshop: “New Paradigm ‘Service Dominant Logic’: How does Service Dominant Logic enable companies to invent new business?”Service Dominant Logic (SDL) is a new paradigm that has become very popular in the last years. It creates a new perspective on how companies create value for their customers, and is especially well suited for service offerings. Practioners who want to apply SDL to their companies and researchers who want to work with SDL will profit from the following benefit:1) Learn what changes with SDL2) Learn and experience some simple methodologies for applying SDL in practice.

Christoph Heitz (ZHAW Institute of Data Analysis and Process Design) and Frank Hannich (ZHAW Institute of Marketing Management)


Lunch break

CONFERENCE DAY 2

Program Partners:

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Parallel sessions 5June 4, 14:00–15:30 (Room SW 201)

Track session: “Entrepreneurial Universities”→ “A Business Model For An Entrepreneurial University”, Gideon

Maas (Plymouth University)→ “Towards An Entrepreneurial University Model: The Case

Of The University Of Salento”, Fabrizio Errico (University Of Salento)

→ “University Science And Innovation Business: A Case Of Successful Russian Business Incubator”, Igor Rozhdestvenskii (Ingria Technopark St. Petersburg)

→ “Business Models For Language Courses For Foreigners: A Case On Brazilian Universities”, Daniel Caramori (University of São Paulo)

June 4, 14:00–15:30 (Room SW 202)

Track session: “Knowledge Transfer and Valorization”→ “Regional Technology Demand And The Transfer Strate-

gies And Performance Of Universities And Public Research Institutes”, Franz Barjak (University of Applied Sciences and Arts Northwestern Switzerland)

→ “Knowledge And Technology Transfer Barriers – Polish Perspective”, Malgorzata Grzegorczyk (University of Lodz)

→ “Knowledge-Transfer Conferences, Bringing Science To Business: An Effective Tool For Networking & Cooperation”, Alcorta de Bronstein Antonieta (Leuphana University Lüneburg)


Open Space Session: “Developing project ideas and partnerships for European funding programs”In this session participants will match their research and innova-tion interests with current and future funding opportunities (e.g. Horizon 2020 and Erasmus+) to develop project ideas. Already on the first conference day, a “Project Development Board” will be set up so that the interests of the participants can be collected and grouped. In the session, the groups will then be matched with current funding opportunities to develop project ideas and potential partnerships.

Thomas Baaken and Arno Meerman ( Science-to-Business Marketing Research Centre)

CONFERENCE DAY 2 KEYNOTE SPEAKERS

Oliver GassmannProfessor of Technology and Innovation Management, University of St. Gallen, Switzerland

Oliver Gassmann has been Professor of Techno-logy and Innovation Management at the University of St. Gallen (HSG), Switzerland since 2002. He is also Managing Director of the Institute of Technology Management, the largest institute at HSG. Earlier he had led corporate research at Schindler as Vice-President, Technology Ma-nagement. Prof. Gassmann serves on several boards inclu-ding at research lab GLORAD Beijing-St. Gallen, Economiesuisse, Zühlke Group, Hoffmann-Neo-pac, BGW St. Gallen-Vienna, Project Manage-ment Academy Wiesbaden, Schindler and the HSG Research Committee. He has consulted with several DAX companies on growth and in-novation. Identified by IAMOT in Orlando as one of the top 50 ranking researchers in 2009, he has authored over 300 publications and sever-al books, including Profiting from Innovation in China.

Andy PolaineService and Experience Design Consultant, Writer, Educator, Germany

Based in Germany, Andy Polaine (PhD) works as an independent interaction designer, service design researcher and writer. He is the founder and editor of The Designer›s Review of Books and has published over 170 articles and papers. A regular speaker at conferences, he has been on several award juries including the ADC.In 1994, he co-founded the award-winning new-media collective Antirom in London in 1994 and worked with clients such as the BBC, The Science Museum and Levis Strauss and Co. Andy was also a producer at dotcom giant Ra-zorfish in the UK before moving to Australia whe-re he started the interactive department of visual effects company, Animal Logic. He was a Senior Lecturer in Interactive Media at the College of Fine Arts, The University of New South Wales, Sydney, and formerly the Head of the School of Media Arts.

June 4, 14:00–15:30 (Room SW 129)

Workshop: “Science-to-Business Marketing starts in the researcher’s head. How can we raise researchers’ awareness of business- opportunities?”There is a clear divide between the academic and the economic world. But innovation needs an intensive exchange of knowledge between these worlds. Promotion of a mutual understanding is fundamental for collaboration. Based on a common vision of the problems to be solved, we will develop aspects and approaches to enhance researchers’ awareness of business and application.

Heinrich Stülpnagel (University of Freiburg Breisgau)


Closing sessionIn a relaxed networking atmosphere with coffee and drinks, the closing session will reflect on highlights of the conference and look to the future. In this session, key themes, challenges and possible solutions which came up during the conference will be discussed and summarized.

Program Partners:

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KEYNOTE SPEAKERS

Matthias KaiserswerthVice-President Europe, IBM Research; Director, IBM Research – Zurich, Switzerland

Since June 2006, Matthias Kaiserswerth has been Director of Research-Zurich. In addition, he also has responsibility for the smarter cities research lab in Dublin that was established in 2011.From 2002 to 2005 Dr. Kaiserswerth was Mana-ging Director of an IBM business unit with global responsibility for a large international industrial client. In the years prior to this he worked as a Research Staff Member in IBM Research in Swit-zerland and the US. Since 1988 he worked on topics as diverse as high performance communi-cations, security, and embedded systems.Matthias Kaiserswerth studied Computer Scien-ce at the Friedrich-Alexander University in Er-langen, Germany and at McGill University in Montreal.

Thomas BaakenDirector of the Science-to-Business Marketing Research Centre, Germany

Professor Baaken (MA, PhD) has been a Profes-sor in Technology Marketing and Science-to-Bu-siness Marketing at the Münster University of Applied Sciences (MUAS) since 1991. From 1998 to 2003, as Deputy Vice Chancellor, Research and Tech Transfer at MUAS, he oversaw rese-arch strategies and programs, industrial liaison, entrepreneurial activities, links to the European Community, technology transfer, and the marke-ting of university research. Since 2002 he has run the Science-to-Business Marketing Rese-arch Centre, the first strategic approach world-wide in this field.He was the leader of the EU working group “Uni-versity Interaction with Industry”, which publis-hed the handbook “Responsible Partnering – A guide to better practices for collaborative rese-arch and knowledge transfer between science and industry”, and also the project director of the largest study on University-Business Coope-ration in Europe.

Georges HaourProfessor of Technology and Innovation Management, IMD, Switzerland

Georges Haour is Professor of Technology and Innovation Management at IMD, Switzerland where he regularly works with entrepreneurial teams. He is also associated with an incubator of new ventures, in Cambridge, UK. He also acts as an advisor to companies on technology-intensive ventures and technology transfer.Born and raised in Lyon, France, he obtained a PhD in Chemistry from the University of Toronto, Canada, and joined the contract research organi-sation Battelle, becoming manager of a 35-staff business unit. He has eight granted patents and four published books – the most recent is “From science to bu-siness” (see: www.sciencetobusiness.ch). He is currently working on a new book: “Innovation in China”.

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PARTNERS

Commission for Technology and Innovation CTIAs the Confederation›s innovation promotion agency, CTI lends support to R&D projects, to entrepreneurship as well as to the development of start-up companies. CTI helps to optimize knowledge and technology transfer through the use of national thematic networks.www.kti.admin.ch

Empa is an interdisciplinary research and ser-vices institution for material sciences and tech-nology development within the ETH domain. Empa’s research and development activities are oriented to meeting the requirements of industry and the needs of our society, and link together applications-oriented research and the practical implementation of new ideas, science and indus-try, and science and society.www.empa.ch

The Enterprise Europe Network is a key instru-ment in the EU’s strategy to boost growth and jobs. Their member organizations include cham-bers of commerce and industry, technology cen-ters, research institutes and development agen-cies.een.ec.europa.eu

Euresearch is the Swiss network mandated by the State Secretariat for Education, Research and Innovation to provide targeted information, hands-on advice and transnational partnering related to European research and innovation programmes. With their Head Office in Bern, the network has Regional Offices in each University and Swiss Federal Institute of Technology.www.euresearch.ch

Das Magazin für Innovation, Organisation und Management

IM+io is the leading magazine for innovation, or-ganization and management in the German-spe-aking area. Focused on IT issues, the scientific journal provides key insights into concepts, me-thods and technologies of information manage-ment and contains interesting content about the latest trends concerning innovation, high tech as well as management and leadership. IM+io is published by professor Scheer and professor Schönsleben.www.im-io.de

The Swiss Institute of Service Science (SISS) is a collaboration network of professionals repre-senting both business and universities, who work jointly together to push forward service innova-tion in Switzerland and to strengthen the Swiss service sector with innovation.www.servicescience.ch

The Swiss Technology Transfer Association is the association of technology transfer professio-nals who are active in the transfer of technology from institutes of public research and educati-on, university hospitals, and other not-for-profit research organizations to the private sector. It was founded in October 2003 and has grown to include a large number of members from all of Switzerland.www.switt.ch

IP Publishing Ltd is an independent company that specializes in the publication of refereed acade-mic and professional journals. All IP journals are published in print and online. The company stri-ves to maintain the highest standards for its jour-nals in all respects - published papers, editorial skills, presentation, and customer service.www.ippublishing.com

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The Zurich University of Applied Sciences (ZHAW) is one of the leading universities of applied scien-ces in Switzerland. The School of Law and Ma-nagement, one of ZHAW’s eight schools, counts itself among Switzerland’s leading business schools, offering internationally recognized Ba-chelor’s and Master’s degree programs, a broad range of continuing education courses and pro-grams, and innovative research and development projects. All programs are scientifically groun-ded, interdisciplinary, and strongly oriented to real-world business practices. The School’s motto “Building Competence. Crossing Borders” reflects its commitment to provide superior trai-ning and continuing education opportunities in partnership with the international community. The School is engaged in numerous cooperati-ve relationships with select partner universities around the world.www.sml.zhaw.ch

The Research Centre “Science Marketing” at the University of Applied Sciences Muenster de-veloped with its concept of Science-to-Business Marketing the first strategic approach worldwide for a successful commercialization of research competencies, capacities and results. The basis of this approach is the conviction that market mechanisms also work on the research market. All successful companies are working with marketing strategies. A basic principle of their success is that these companies know ex-actly the demand of their customers and that they adjust their research, developing and production to their customers› needs. So why do research institutions not use marketing strategies? By a consistent focusing on the customer, the third party funding of research institutions can be in-creased enormously. Science-to-Business Marketing aims at a suc-cessful marketing of research competencies, capacities and results. The objective of the Re-search Centre “Science Marketing” is to develop, test and provide new models, instruments and proceedings for research commercialization that enable universities to market their research more effectively. www.science-marketing.com

SPONSORS

The Swiss company Ultrasun specializes in sun protection products. It develops and manufactu-res its products by working in close collaborati-on with specialists from home and abroad. They are known for regularly bringing innovative pro-ducts to the market which include professional long-lasting protection with a special formula, emulsifiers, preservatives and “extra dry touch” technology.www.ultrasun.ch

Mövenpick Wine is one of the leading importers and distributors of international quality wines in its home markets Switzerland and Germany. The currently 25 Mövenpick wine cellars stock some 1,200 wines from all over the world, covering all price segments, plus a selection of rarities.www.moevenpick-wein.com

Confiserie Sprüngli – a Swiss family business with a long tradition – is one of Europe’s most renowned confectioners. Confiserie Sprüngli delights its customers every day with a varied assortment of exquisite delicacies such as the renowned Luxemburgerli or the unique Truffes Grand Cru. Thanks to the online shop, a selection of Spüngli specialities is available worldwide.www.spruengli.ch

Elmer Citro is a very famous Swiss lemonade brand. A key component is their nitrate-free mi-neral water from the two sources Gstögg and Capuchin at Elm, 1’200m over sea level in the canton of Glarus. It was created in 1927 by Os-kar Schärli, the owner of the spa building in Elm. Neither the name nor the formula has changed since then.www.elmercitro.ch

ORGANIZERS

Documents

S2B-conference program