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Management von technologie-getriebenen Entwicklungsprojekten

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  • Herstatt, Cornelius
  • Lettl, Christopher

Abstract

Die Diskussion Market Pull versus Technology Push hat in der betriebswirtschaftlichen Innovationsforschung bereits eine gewisse Tradition. Die hierzu durchgeführten empirischen Untersuchungen sind insbesondere der Frage nachgegangen, welche der beiden Vorgehens-weisen welchen Einfluss auf den späteren Innovationserfolg hat. Wir wollen mit unserem Beitrag diesen Aspekt der Diskussion nicht erneut aufnehmen, son-dern gehen davon aus, dass grundsätzlich beide Innovationsansätze, je nach Bedeutung der relevanten Innovationsquelle, angestrebtem Innovationsgrad und den jeweils vorliegenden Charakteristika der betrachteten Industrie, ihre Berechtigung haben. Die Frage, die uns inter-essiert, ist vielmehr, welche Besonderheiten sich insbesondere bei dem Technology Push-Ansatz für das Management der Innovationsprojekte ergeben und welche Implikationen sich hieraus für die Gestaltung des konkreten Projektmanagements ableiten. Hierbei konzentrieren wir uns auf alle marktbezogenen Aktivitäten, insbesondere die Identifikation und Verifikation von Applikationsgebieten für neue Technologien. Nach einer Gegenüberstellung der Charakteristika von Technology Push und Market Pull werden zunächst die marktseitigen Besonderheiten bei technologie-getriebenen Entwick-lungsprojekten skizziert. In diesem Zusammenhang werden aktuelle Instrumente und Metho-den der qualitativen Marktforschung erläutert und im Hinblick auf ihre Nützlichkeit disku-tiert. Darauf aufbauend werden strukturorganisatorische, strategische sowie gestaltungstech-nische Aspekte des Managements technologie-getriebener Projekte herausgestellt. Technology Push Projektmanagement ; Marketing

Suggested Citation

  • Herstatt, Cornelius & Lettl, Christopher, 2000. "Management von technologie-getriebenen Entwicklungsprojekten," Working Papers 5, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    • Handle: RePEc:zbw:tuhtim:5
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    References listed on IDEAS

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    1. Urban, Glen L. & Weinberg, Bruce D. & Hauser, John R., 1994. "Premarket forecasting of really new products," Working papers 3689-94., Massachusetts Institute of Technology (MIT), Sloan School of Management.
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    Cited by:

    1. Farrukh, Clare & Holgado, Maria, 2020. "Integrating sustainable value thinking into technology forecasting: A configurable toolset for early stage technology assessment," Technological Forecasting and Social Change, Elsevier, vol. 158(C).

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    Keywords

    Technology Push; Marketing;

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