• as a new bundle of hardware and services,
• as a preference construction in the “heads“ of customers,
• as a means to combat competitors.

The goal of the program is to support companies in improving their innovation activities. In the program, the dialogue with partners is an exchange between science and practice regarding innovation issues.

Research Project "Technology-to-Market-Linking"
The quest to convert new technologies into commercially viable applications and new products is a key element of technological progress and economic growth. Unfortunately, failure to capitalise on new technologies is anything but a rare occurrence. This research project sets out to study marketing processes assisting in the mastery of technology-to-market linking challenges. To this end, we collaborate with the University of Cambridge and study commercialisation projects for technological discoveries and ideas by university researchers.

Research Project "Flip the Switch: How Innovations Conquer Mass Markets"
In order to achieve utmost innovation performance, firms need to identify the keys which open the gates to mainstream markets. This research project aims at identifying external factors and internal capabilities which facilitate the conquest of mainstream markets. The Threefold-Invention-Principle - which integrates the perspectives of technology and innovation management, marketing management, consumer behavior and strategy - provides a holistic approach for this endeavor.

Research Project "Key Factors for Mutual Innovation Success"
The goal of this project is to explore and identify factors which influence mutual innovation success of manufacturers and retailers. An international study was conducted in Switzerland, Germany, and Austria to gain valuable insights into country-specific characteristics and success factors that are relevant for the innovativeness of manufacturers and retailers and the mutual innovation success.