{"id":6392,"date":"2014-06-18T15:38:14","date_gmt":"2014-06-18T13:38:14","guid":{"rendered":"http:\/\/ianus.zhaw.ch\/marketingmanagement\/?p=6392"},"modified":"2014-06-26T11:08:43","modified_gmt":"2014-06-26T09:08:43","slug":"ruckblick-science-to-business-marketing-konferenz-2014","status":"publish","type":"post","link":"https:\/\/blog.zhaw.ch\/marketingmanagement\/ruckblick-science-to-business-marketing-konferenz-2014\/","title":{"rendered":"R\u00fcckblick Science-to-Business Marketing Konferenz 2014"},"content":{"rendered":"<p>Am 3. und 4. Juni hat in Winterthur die <a title=\"S2B\" href=\"http:\/\/www.s2b-conference.com\/\" target=\"_blank\">13. Science-to-Business Marketing Conference<\/a> stattgefunden. Rund 100 Fachleute haben teilgenommen und dabei nach neuen Wegen gesucht, wie Wissenschaft und Wirtschaft gewinnbringend kooperieren k\u00f6nnen.<\/p>\n<div class=\"lyte-wrapper\" title=\"R&uuml;ckblick Science-to-Business Marketing Konferenz 2014\" style=\"width:640px;max-width:100%;margin:5px;\"><div class=\"lyMe\" id=\"WYL_Zp9N3oP5Lqs\"><div id=\"lyte_Zp9N3oP5Lqs\" data-src=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FZp9N3oP5Lqs%2Fhqdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\">R\u00fcckblick Science-to-Business Marketing Konferenz 2014<\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/Zp9N3oP5Lqs\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FZp9N3oP5Lqs%2F0.jpg\" alt=\"R&uuml;ckblick Science-to-Business Marketing Konferenz 2014\" width=\"640\" height=\"340\" \/><br \/>Dieses Video auf YouTube ansehen<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:640px;margin:5px;\"><br\/><span class=\"lyte_disclaimer\">Defaulttext aus wp-youtube-lyte.php<\/span><\/div><\/p>\n<p>W\u00e4hrend traditionelle Unternehmensgrenzen zunehmend verschwimmen, entstehen neue Kooperationsformen, an denen immer h\u00e4ufiger auch Hochschulen beteiligt sind. So prognostiziert beispielsweise eine Studie der Deutschen Bank Research, dass solche Unternehmensnetzwerke in zehn Jahren bis zu 15 Prozent zur Wertsch\u00f6pfung in Deutschland beitragen werden. Doch wie k\u00f6nnen Wirtschaft und Wissenschaft zusammenarbeiten, ohne dass die Freiheit von Lehre und Forschung beeintr\u00e4chtigt wird? Wie profitieren alle Beteiligten optimal von solchen Kooperationen? Solche Fragen diskutierten Vertreter von Industrie, Wissenschaft und Verwaltungen an der internationalen, englischsprachigen Fachkonferenz.<\/p>\n<p>Die hochkar\u00e4tigen Referenten sorgten f\u00fcr spannende Inputs, forderten die Teilnehmenden aber auch mit kritischen Statements heraus. So betonte Professor Thomas Baaken von der Fachhochschule M\u00fcnster die Unterscheidung zwischen Kommunikation und Marketing wie folgt: \u00abCommunication is shouting. Marketing is listening\u00bb. Professor Oliver Gassmann von der Universit\u00e4t St. Gallen forderte das Publikum auf, ihre eigenen Organisationen kritisch zu hinterfragen: \u00abWhat would your company look like if taken over by Nespresso?\u00bb Andy Polaine, Autor und Berater f\u00fcr Service und Experience Design, wies darauf hin, wo m\u00f6gliche Defizite liegen k\u00f6nnten: \u00abBusinesses and academics are very good at analysis. But this needs to be balanced with understanding at a qualitative level.\u00bb Professor Georges Haour von der IMD in Lausanne gab schliesslich zu Bedenken, dass Start-ups in Europa zu wenig stark wachsen.<\/p>\n<p>Im Rahmen zahlreicher Workshops wurden weitere Aspekte der Konferenzthemen Collaborative Innovation, Design Thinking und Business Models behandelt. Besonders positiv wurde Diversit\u00e4t der Teilnehmenden bewertet. Das <a title=\"IMM\" href=\"http:\/\/www.imm.zhaw.ch\" target=\"_blank\">Institut f\u00fcr Marketing Management<\/a> der <a title=\"SML\" href=\"http:\/\/www.sml.zhaw.ch\" target=\"_blank\">ZHAW School of Management and Law<\/a> hat die Konfernenz gemeinsam mit dem <a title=\"Fachhochschule M\u00fcnster\" href=\"http:\/\/www.science-marketing.com\/\" target=\"_blank\">Science-to-Business Marketing Research Centre der Fachhochschule M\u00fcnster<\/a> organisiert. Sie fand erstmals in der Schweiz statt.<\/p>\n<p>Weitere Impressionen der Science-to-Business Marketing Konferenz finden Sie auf <a title=\"Flickr\" href=\"https:\/\/www.flickr.com\/photos\/125156790@N04\/\" target=\"_blank\">Flickr<\/a> und <a title=\"Youtube\" href=\"https:\/\/www.youtube.com\/user\/mktgmgt\" target=\"_blank\">Youtube<\/a>.<\/p>\n<div class=\"pt-sm\">Schlagw\u00f6rter: <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/andy-polaine\/\">Andy Polaine<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/business-models\/\">Business Models<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/collaborative-innovation\/\">Collaborative Innovation<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/design-thinking\/\">Design Thinking<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/fachhochschule-munster\/\">Fachhochschule M\u00fcnster<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/imm\/\">IMM<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/oliver-gassmann\/\">Oliver Gassmann<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/s2b\/\">S2B<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/s2b14\/\">s2b14<\/a>, <a href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/tag\/thomas-baaken\/\">Thomas Baaken<\/a><br><\/div>","protected":false},"excerpt":{"rendered":"<p>Am 3. und 4. Juni hat in Winterthur die 13. Science-to-Business Marketing Conference stattgefunden. Rund 100 Fachleute haben teilgenommen und dabei nach neuen Wegen gesucht, wie Wissenschaft und Wirtschaft gewinnbringend kooperieren k\u00f6nnen. R\u00fcckblick Science-to-Business Marketing Konferenz 2014Dieses Video auf YouTube ansehenDefaulttext aus wp-youtube-lyte.php W\u00e4hrend traditionelle Unternehmensgrenzen zunehmend verschwimmen, entstehen neue Kooperationsformen, an denen immer h\u00e4ufiger [&hellip;]<\/p>\n","protected":false},"author":132,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[8],"tags":[30,91,108,135,179,246,420,480,481,598],"features":[],"class_list":["post-6392","post","type-post","status-publish","format-standard","hentry","category-marketing-management","tag-andy-polaine","tag-business-models","tag-collaborative-innovation","tag-design-thinking","tag-fachhochschule-munster","tag-imm","tag-oliver-gassmann","tag-s2b","tag-s2b14","tag-thomas-baaken"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>R\u00fcckblick Science-to-Business Marketing Konferenz 2014 - Marketing Management-Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.zhaw.ch\/marketingmanagement\/ruckblick-science-to-business-marketing-konferenz-2014\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00fcckblick Science-to-Business Marketing Konferenz 2014\" \/>\n<meta property=\"og:description\" content=\"Am 3. und 4. Juni hat in Winterthur die 13. Science-to-Business Marketing Conference stattgefunden. Rund 100 Fachleute haben teilgenommen und dabei nach neuen Wegen gesucht, wie Wissenschaft und Wirtschaft gewinnbringend kooperieren k\u00f6nnen. 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