S2B-conference program by Institut für Marketing Management

CROSSORGANIZATIONAL VALUE CREATION Collaborative Innovation | Design Thinking | Business Models 13th Science-to-Business Marketing Conference June 2 — 4, 2014 | Winterthur, Switzerland

TABLE OF CONTENTS 6

General Information Program-at-a-Glance

Pre-conference Activities

Social Activities

Conference Day 1

Conference Day 2

Keynote Speakers

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Partners

Sponsors

Organizers

WELCOME Dear guests and participants, On behalf of the conference organizers and the scientific committee, 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 together a unique set of experts from research institutions, industry 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 creation of new ones. We want to live what is at the heart this conference: modern collaboration 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 Scientific 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 discussions and wish you a successful conference and a pleasant stay in Switzerland. Warm regards, Frank Hannich Head Center for Strategic Customer Relationship Management, ZHAW School of Management and Law, Co-Chair of the Scientific Committee

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

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GENERAL INFORMATION Venue

Conference address

Transport

Info Desk

The conference will take place at the main building of the ZHAW School of Management and Law, a 3-minute walk from Winterthur train station. 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.

Volkart-Gebäude, St. Georgen-Platz 8400 Winterthur (Zurich), Switzerland info.sml@zhaw.ch, www.sml.zhaw.ch

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 connecting all parts of the city. Zurich airport is only a 15 minute train ride from Winterthur – with over 100 direct train connections a day.

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

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

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

The meeting point for the pre-conference activities is at the Meeting point: Foyer of the conference 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.

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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

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

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WiFi Access

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

Cloakroom Facilities

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

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The tightly-woven bus network covers all corners 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.

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MEETING POINTS

The official conference language is English.

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GENERAL INFORMATION

PROGRAM-AT-A-GLANCE

About Winterthur

Monday, June 2

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 destination. 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

Pre-conference day 14:00–18:00 20:00–22:00

08:45–09:15 09:15–10:45 11:15–12:45

Tuesday, June 3

Conference day 1 09:00–10:45

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.

Conference day 2

10:45–11:15

08:15–09:00

About Zurich

Pre-conference activities Local pub tour

Wednesday, June 4

10:45–11:15 11:15–12:45

Registration, coffee and croissants Keynote session Coffee break Parallel sessions 1

→ Knowledge Networks & Knowledge Transfer Tracks: → Design Thinking → Making Transnational Partnering Innovation Workshops: work → Science-to-Business Marketing revisited – Identifying market potential and business opportunities → The Power of Service Design for Business 12:45–14:00 14:00–15:30

Lunch break Parallel sessions 2

→ University-Business Corporation Tracks: → Marketing Management → ICT Tools in and for Experiments and Product/Service Development → Collaborative research – Learning through Workshops: participatory scenarios → Design Thinking – Show, don’t tell 15:30–16:00 16:00–17:00

→ Science-to-Business Marketing Tracks: → Business Models → Innovation and Change → Potentials and challenges of multi-sided Workshops: Public Private Partnerships → New Paradigm “Service D ominant Logic”: How does Service Dominant Logic enable companies to invent new business? 12:45–14:00 14:00–15:30

18:30–24:00

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Lunch break Parallel sessions 5

→ Entrepreneurial Universities Tracks: → Knowledge Transfer and Valorization → Developing project ideas and partnerships Open Space: for European funding programs → Science-to-Business Marketing starts in Workshop: the researcher’s head. How can we raise researchers’ awareness of business opportunities? 15:30–16:00

Coffee break Parallel sessions 3

→ Students and Education in UniversityTracks: Business Cooperation → Design Thinking → Fostering Innovation & Entrepreneurship → Marketing & Management Research: Models and practice examples 17:00–18:00

Morning coffee Keynote session / Panel discussion Coffee break Parallel sessions 4

Open panel discussion Wine and chocolate reception / Gala dinner

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Closing session

PRE-CONFERENCE ACTIVITIES

SOCIAL ACTIVITIES

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

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

Workshop “The UBC Ecosystem – Describing University-Business Cooperation (UBC)”

Swiss Science Center Technorama

Engage in a workshop on the University-Business Cooperation Ecosystem at the Technopark Winterthur. The UBC ecosystem workshop 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 through 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 conference venue. Todd Davey and Victoria Galan Muros (Science-to-Business Marketing Research Centre)

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

Site visit at Empa Swiss Federal Laboratories for Materials Science and Technology The 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.

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

June 2, 12:00–18:00 (Meeting point: Foyer)

Trip to Mount Säntis Take 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.

June 2, 20:00–22:00 (Meeting point: Foyer)

Local pub tour Winterthur Just after finishing the pre-conference day, all participants are invited 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 Dinner The 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, 08:15–09:00 (Meeting point: Foyer)

Registration, coffee and croissants

June 3, 11:15–12:45 (Room SW 202)

June 3, 12:45–14:00 (Meeting point: Foyer)

June 3, 14:00–15:30 (Room SW 311)

Track session: “Design Thinking”

Lunch break

Workshop: “Collaborative research – Learning through participatory scenarios”

→ “A Method For Design Thinking”, Alexander Tsigkas (Demokritos University of Thrace) → “Overcoming Barriers To Successful Implementation Of The Design Thinking Process”, Kristina Tool (Kristina Tool Studio, Service Design) → “Design And Innovation – A Provisional Model”, Bettina Minder (Lucerne University of Applied Sciences and Arts) → “Design Thinking And Decision-Making Process As Strategic Tools For Innovation”, Teodora Lazarova (VUZF University Sofia)

Please 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

June 3, 11:15–12:45 (Room SW 203)

→ “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)

Workshop: “Making Transnational Partnering Innovation work”

June 3, 10:45–11:15 (Meeting point: Foyer)

Emile Dupont and Gerhard Gass (Euresearch)

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 collaboration agreement and how to avoid the most common pitfalls.

The increasing complexity of today’s business environments demands more integrative R&D approaches. In this workshop, participatory scenario planning for collaborative research will be presented 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.

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)

Parallel sessions 1

Workshop: “Science-to-Business Marketing revisited – Identifying market potential and business opportunities”

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)

Science-to-Business Marketing is a key success factor in technology 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 participants is to get to know hands – on tools which can directly be applied to their daily business.

→ “The Identity Matching Concept: A Collaborative Planning-Infrastructure 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 Technique [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)

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 economy. Finally they will get ideas and numerous further links to practical tools for the application of Service Design in their daily business. Jürg Meierhofer (Swiss Institute of Service Science)

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Workshop: “Design Thinking – Show, don’t tell” Participants will get a hands-on experience and general understanding of the main characteristics and benefits of Design Thinking. 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 continuous learning and improvement (if you have an open mind).

Track session: “Marketing Management”

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

June 3, 11:15–12:45 (Room SW 129)

June 3, 14:00–15:30 (Room SW 129)

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

Coffee break June 3, 11:15–12:45 (Room SW 111)

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

Track session: “ICT Tools in and for Experiments 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 Spielberger (ZHAW School of Engineering)

June 3, 15:30–16:00 (Meeting point: Foyer)

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”, KariLaine (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 ColorTechnology For The Automotive Sector”, Francisco Miguel Martínez-Verdú (University of Alicante)

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CONFERENCE DAY 2

CONFERENCE DAY 1

June 3, 16:00–17:00 (Room 202)

June 3, 17:00–18:00 (Auditorium)

Open Panel discussion

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 Epiphany?”, Andreas Ninck (Berne University of Applied Sciences)

→ “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, 16:00–17:00 (Room 203)

Track session: “Fostering Innovation & Entrepreneurship”

June 4, 08:45–09:15 (Meeting point: Foyer)

June 4, 11:15–12:45 (Room SW 203)

Morning coffee

Track session: “Innovation and Change”

June 4, 09:15–10:45 (Auditorium)

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 Technology and Innovation Management, IMD, Switzerland)

→ “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 3, 18:30–24:00 (Schloss Laufen)

→ “How University Start-Up Support Schemes Could Be Improved By External Evaluation”, Tibor Dőry (Széchenyi István University) → “Impact Of Business Incubation In The Innovation Ecosystems: Agent-Based Computational Models And Experiences In Central Florida”, Henriette Schoen (University of Central Florida) → “Academic Intrapreneurship As An Antecedent For Academic Entrepreneurship”, Sue Rossano (Münster University of Applied Sciences)

Gala dinner

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

June 4, 11:15–12:45 (Room SW 111)

June 4, 10:45–11:15 (Meeting point: Foyer)

Workshop: “Potentials and challenges of multisided Public Private Partnerships”

Coffee break

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 public 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.

Parallel sessions 4 June 4, 11:15–12:45 (Room SW 201)

Track session: “Science-to-Business M arketing”

June 3, 16:00–17:00 (Room SW 303)

→ “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 University of Technology)

Track session “Marketing & Management Research: 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 Responsibility 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)

Program Partners:

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 University 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)

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 SDL 2) 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)

June 4, 12:45–14:00 (Meeting point: Foyer)

Lunch break

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CONFERENCE DAY 2

KEYNOTE SPEAKERS

Parallel sessions 5

June 4, 14:00–15:30 (Room SW 129)

June 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 C ourses For Foreigners: A Case On Brazilian Universities”, Daniel Caramori (University of São Paulo)

Workshop: “Science-to-Business Marketing starts in the researcher’s head. How can we raise researchers’ awareness of businessopportunities?” 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)

June 4, 15:30–16:00 (Auditorium)

June 4, 14:00–15:30 (Room SW 202)

Closing session

Track session: “Knowledge Transfer and Valorization” → “Regional Technology Demand And The Transfer Strategies 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)

In 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.

June 4, 14:00–15:30 (Auditorium)

Open Space Session: “Developing project ideas and partnerships for European funding programs” In this session participants will match their research and innovation 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.

Program Partners:

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

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Oliver Gassmann

Andy Polaine

Oliver Gassmann has been Professor of Technology and Innovation Management at the U niversity 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 Management. Prof. Gassmann serves on several boards including at research lab GLORAD Beijing-St. Gallen, Economiesuisse, Zühlke Group, Hoffmann-Neopac, BGW St. Gallen-Vienna, Project Management Academy Wiesbaden, Schindler and the HSG Research Committee. He has consulted with several DAX companies on growth and innovation. Identified by IAMOT in Orlando as one of the top 50 ranking researchers in 2009, he has authored over 300 publications and several books, including Profiting from Innovation in China.

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 Razorfish in the UK before moving to Australia where 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.

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

Service and Experience Design Consultant, Writer, Educator, Germany

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KEYNOTE SPEAKERS

Matthias Kaiserswerth

Thomas Baaken

Georges Haour

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 Managing 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 Switzerland and the US. Since 1988 he worked on topics as diverse as high performance communications, security, and embedded systems. Matthias Kaiserswerth studied Computer Science at the Friedrich-Alexander University in Erlangen, Germany and at McGill University in Montreal.

Professor Baaken (MA, PhD) has been a Professor in Technology Marketing and Science-to-Business 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 research strategies and programs, industrial liaison, entrepreneurial activities, links to the European Community, technology transfer, and the marketing of university research. Since 2002 he has run the Science-to-Business Marketing Research Centre, the first strategic approach worldwide in this field. He was the leader of the EU working group “University Interaction with Industry”, which published the handbook “Responsible Partnering – A guide to better practices for collaborative research and knowledge transfer between science and industry”, and also the project director of the largest study on University-Business Cooperation in Europe.

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 organisation 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 business” (see: www.sciencetobusiness.ch). He is currently working on a new book: “Innovation in China”.

Vice-President Europe, IBM Research; Director, IBM Research – Zurich, Switzerland

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

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Professor of Technology and Innovation Management, IMD, Switzerland

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PARTNERS

Commission for Technology and Innovation CTI As 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 services institution for material sciences and technology 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 industry, and science and society. www.empa.ch

The Enterprise Europe Network is a key instrument in the EU’s strategy to boost growth and jobs. Their member organizations include chambers of commerce and industry, technology centers, research institutes and development agencies. 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

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Das Magazin für Innovation, Organisation und Management

IM+io is the leading magazine for innovation, organization and management in the German-speaking area. Focused on IT issues, the scientific journal provides key insights into concepts, methods and technologies of information management 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 representing both business and universities, who work jointly together to push forward service innovation 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 professionals who are active in the transfer of technology from institutes of public research and education, 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 academic and professional journals. All IP journals are published in print and online. The company strives to maintain the highest standards for its journals in all respects - published papers, editorial skills, presentation, and customer service. www.ippublishing.com – 21 –

ORGANIZERS