The marketing of high-tech innovation: research and teaching as a multidisciplinary communication task

Economically successful high-tech innovation is one of the driving forces for global welfare. Like innovation half-life, break-even time to market or technology acceptance, effective multidisciplinary communication between engineering and marketing is a critical success factor. This paper aims to show the requirements of multidisciplinary communication in B2B marketing of high-tech innovation and methodical approaches in research and academic education: 1. Requirements in high-tech innovation marketing as an ongoing dialogue between technology, finance and marketing. 2. Experimental method of marketing test beds for innovative high-tech start-ups based on a multidisciplinary approach. 3. Results of a multidisciplinary education scheme conducted by three universities that cooperate in high-tech innovation marketing by setting up workshops in pharmacy and health, agricultural and bio products, and information and communication technology (ICT). 4. Requirements of a multidisciplinary network spanning the triangle of science – education – business. This paper was funded by the European Territorial Cooperation Frame Program for Cross-Border Cooperation, SR-AUT 2007-2013, project code N00092, Cross-Border Hi-Tech Center