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Processes of innovation
decision making.
«Technology push» vs «market pull» («market–driven»)
Thorsten Kliewe
Science-to-Business Marketing Research Centre
University Industry Innovation Network (UIIN)
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My background
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Organisationl level
Individual level Marketing background IT background
„work with the market“ „get the product out there“

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Our team
• Established in 2002 in Münster, Germany
• Worldwide recognised for its partnering
approach
• 20-person team
o 9 different nationalities
o Comprehensive personal experience in
science and business (e.g. in business
development, consulting, marketing,
innovation management)
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WHY IS OUR WORK SO HARD?
It seems non-business related
academics acadmics don’t work that
well with markets (they focus on the
technology, and often don’t trust
market feedback)
New ways of proving support
in the process are required

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Technology push vs. market pull
Who takes the driver‘s seat?
Or should the question be:
Who takes the driver‘s seat at which phase of the innovation
journey?
And does the driver need a navigation?
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Possible questions for discussion
• Which criteria affect the decision on how much to
integrate the market?
• How much impact does the research field have? Are there
„common rules“ or could they be estalbished?
 Practical guidelines / tools
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„Customers don‘t know what they want
until you show it to them“
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Steve Jobs
(not neccessarily a command for technology push)

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Science-to-Business Marketing Research Centre
Münster University of Applied Sciences
Johann-Krane-Weg 27, 48149 Muenster
Germany
Tel.: +49 251 20 80 39 81
Fax: +49 251 20 80 39 90
Web: www.science-marketing.com
Contact
Thorsten Kliewe
kliewe@fh-muenster.de
kliewe@uiin.org