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Professional application of innovation

Guaranteed quality, grain for grain Automatic image analysis for checking cereal grains

Electric thunderbolts under the hood New high-tech materials

Attracting interest – fuelling motivation Pupil’s laboratory in Singen

Are all metals created equal? A Steinbeis study on the range of UHF metal transponders

01 | 2010 2 | Steinbeis

Contents

Editorial p. 3 Guaranteed quality, grain for grain p. 4 Automatic image analysis for quality control of cereal grains Perception in the world of virtual reality p. 5 Steinbeis researchers examine Second Life behavior with eye-tracking Electric thunderbolts under the hood p. 6 New high-tech materials for stable switching systems in electric automobiles Multifunctional glass neurochips: an alternative to animal testing p. 8 Steinbeis and the University of Rostock develop a system for in vitro testing 2009: a successful year for Steinbeis p. 9 Attracting interest – fuelling motivation p. 10 Pupil’s laboratory at Friedrich Wöhler Grammar School Tourism on the trail of Friedrich Wilhelm Raiffeisen p. 11 Professionally planned tourism for communities along the historic "Raiffeisen Route" The shape of sensors to come p. 12 Keeping accidents off the streets with sensors and communication Patents are treasure troves on the horizon! p. 14 New SIGNO standard lends uniformity to patent evaluation SHB spotlight p. 16 Bundled competence p. 18 200 people attend the second Stuttgart Competence Day Lean management – from production to after sales p. 19 New ways to improve competitiveness Innovative Automotive Electronics – patented p. 21 Steinbeis TIB evaluates patents from numerous areas of technology Join forces to shape the future p. 22 Steinbeis-Europa-Zentrum fosters dialogue on emerging technologies and business cluster development in Europe Are all metals created equal? p. 24 A Steinbeis study on the range of UHF metal transponders Horsepower for managers p. 26 Leadership seminar with horse sense Adding certainty to investment decisions p. 28 NTG audits: easing access to financial backing Get pumped! p. 30 Patented piston system for monobloc aluminum aerosol cans

News News p. 31 Steinbeis | 3

Editorial

Dear readers,

Whew! We made it! Spring’s around the cor- Small and medium-sized enterprises have a ner. Everything’s budding in the garden. At tendency to underestimate how easy it is to some point the crisis will be over. And the protect their know-how – with patents and economy is on the up. Just like last time. And registered trademarks. While everyone here the time before that – correct me if I’m in Germany is still grappling with the key wrong. thrusts of the Bologna Process and bachelor programs, in China, scientists are quickly un- Suddenly, everyone’s forgotten about the dergoing training at 750 universities. In 2007, resolutions they made – to save money 160,000 Chinese engineers registered world- wherever possible, to seek out new products wide patents, 30,000 more than their Ger- and technologies, and launch them (to re- man counterparts. duce our dependence on others). So what happens next? We can’t stop the Now, we could leave it to the psychologists flow of the tide, but we can use our ingenu- to describe this phenomenon – with pro- ity. With creative strategies, exciting devel- found insights and studies. But that won’t opments, new teaching and learning meth- Wolfgang Müller is head of the Steinbeis Trans- solve anything. So let’s apply a bit of com- ods, and clever concepts. Does this strike a fer Center Infothek in Villingen-Schwenningen. mon sense and look at it from a fresh angle. chord with you? Then allow Steinbeis to pro- Turn to page 14 to read about the work of the SIGNO network, where experts like Wolfgang We can learn from the past: watch the mar- vide you with inspiration, and let’s enjoy the Müller have set up a standard for evaluating kets carefully, be creative, be brave, cash in advent of spring. patents. on our ideas, and translate our knowledge into actions, and we’ll be fine. Because it’s precisely this knowledge that makes us what we are, and sets us apart. But let’s not forget to protect our intellectual property – there’s nothing more annoying than an idea being used to the benefit of the competition. Wolfgang Müller 4 | Steinbeis

Automatic image analysis for quality control of cereal grains Guaranteed quality, grain for grain

Mills and silos use strict quality criteria to determine whether to accept or reject deliveries of cereal grains. However, the Besatz analysis – which determines the composition of the cereal – is still performed manually. The “QualiKorn” research project, part of the InnoNet program run by the German Federal Ministry of Eco- nomics and Technology, aims to automate this process. The project team includes a variety of research institutes, industrial enterprises and industry associations, including the Steinbeis Transfer Center for Quality Assurance and Image Process- ing in Ilmenau. The center provides the project with innovative new components for Design study for a Besatz analysis device automated analysis, including cameras, controllers and light sources.

In manual Besatz analysis, a sample of the ce- Dispensing real grain delivery is taken and sieved, roughly container Incident Grain Separation unit separating the contents into different frac- light 1 tions according to grain size. A laboratory Band conveyor worker then inspects these fractions visually and removes impurities manually. The results Camera Lens Transmitted light of this Besatz analysis help to decide whether with diffuser to accept or reject the cereal delivery and how

Incident much to pay for it. light 2

Automatic Besatz analysis is based on the How automatic Besatz analysis works for free-falling cereal grains principle of recording images of the individual grains and impurities as they fall, using a optimum durability and a compact size. To tographed objects based on their feature vec- charge-coupled device (CCD) color line-scan meet these requirements as best possible, the tors. camera. Line-scan cameras can record images project used state-of-the-art LED technol- non-stop at very high resolutions, making ogy together with specially adapted cooling Using a data record consisting of 23 object them ideally suited to a constant stream of equipment and a new type of projection lens. classes, the project achieved detection rates free-falling grains. As the grains are constant- of 81–99 per cent for the four main combined ly in motion, the second dimension to the im- When it comes to detecting individual objects classes at a sample throughput of 50 g/min- age is created automatically. When recording in the grain sample, imaging is merely the ute. The system delivers images of all objects, color images, color line-scan cameras split first step in the process. This is followed by the weight of the sample as a whole, the pro- the visible spectrum into three color chan- segmentation of the images, which isolates portion of usable wheat and statistics on the nels: red, green and blue (RGB). To achieve the objects of interest (in this case, grains sample's composition. This data can then be optimum color resolution and dynamics, the and impurities) and separates them from the entered into forms provided by the companies device uses a three-line camera with a beam image's blank background. This reduces the (in this case, mills and silos) and saved. The splitter to direct the light onto the three sepa- volume of data by around 95 per cent, as all company designlab-weimar has developed a rate lines. irrelevant areas are deleted and not processed provisional concept study for using the device further. Next comes feature extraction, which once the project has been completed. This setup requires a combination of three determines the individual features of the Dr.-Ing. Peter Brückner light sources – two to act as incident light photographed objects. This involves assess- Katharina Anding and one as transmitted light. A short expo- ing the color, shape and texture of the grains Martin Dambon Daniel Garten sure time avoids motion blur as the grains fall, and impurities to differentiate them from one Steinbeis Transfer Center for Quality but this requires high light intensity. So the another. Combining these different factors Assurance and Image Processing light source must have extremely high output, results in a feature vector made up of around Ilmenau [email protected] excellent homogeneity and clearly defined 200 feature values. Support vector machine www.stw.de  our experts spectral emissions – as well as high efficiency, (SVM) methods are used to classify the pho- Steinbeis | 5

Steinbeis researchers examine Second Life behavior with eye-tracking Perception in the world of virtual reality

Second Life has enjoyed tremendous popularity as a medium. People are likely to spend more and more time in such virtual worlds, privately and on business. A project team led by Prof. Dr. Volker Walter at the Heidenheim-based Steinbeis Transfer Center for Media and Advertising Research has examined how perception and visual orientation work in Second Life, and the issues it raises.

As part of an exploratory research project, the team analyzed how users find their bearings in virtual worlds. To do this they used an eye-tracking system which traces test persons’ eye movements. On the same basis, the Steinbeis Transfer Center is now designing research processes which would allow companies to use Second Life as a communication channel and tailor the virtual environment to user needs. Already when creating representative offices or entire virtual worlds, it will be possible to shape the design and structural processes to arrive at the optimum virtual environment.

The study was based on qualitative methods centering on a usability test; it did not matter how many people had a specific usage problem or difficulties finding their way around, but rather what types of problems they encountered. During the study the MFG Baden-Württemberg’s virtual beach cinema test persons’ eye movements were captured electronically while they visited a represen- If it is not immediately obvious how an ap- find information or get to know products), tative office in Second Life. The project team plication works, users tend to revert to be- then the design should be based closely on looked at a virtual beach cinema set up by havioral patterns from the real world. The real, functional aspects. This contrasts with MFG (the Baden-Württemberg media and reason for this is obvious: Even if virtual Second Life visitors, who have more ex- film society). The cinema was still undergo- reality allows user to do things differently plorative goals and want to try things out, ing development, so it could use findings than in physical reality, if in doubt, the user play, experiment, and experience precisely from the study for further design work. still reverts to personal experience, and this the things that don’t work in real life. In is still shaped by real life. Only when users such cases, programmers should deliber- To a certain extent, a user’s perception in spend more time using the system, and do ately avoid realistic functions to satisfy the a virtual world means identifying with the this more intensely, does learning become playful needs of the user. Further findings figure representing them (the avatar) and reinforced: Users start working out how dif- of the study are available in a special pub- working out navigation and menus. In ferent things are in the virtual world. lication, Eye-Tracking in Second Life (ISBN “genuine” reality, users sense directly and 3837051595). see where they are in a room. In virtual real- This makes it possible to work out general Prof. Dr. Volker Walter ity there is continual reconciliation between design rules for representations in virtual Steinbeis Transfer Center for Media and “me”, the avatar and the environment. This worlds. There are two ways of arriving at Advertising Research Heidenheim occupies a significant proportion of visual theses rules. For tools such as websites, one [email protected] capacity. has to define the purpose and goals of the www.stw.de  our experts design. If the goals are functional (help users 6 | Steinbeis

Discharge plasma during electric discharge erosion

New high-tech materials for stable switching systems in electric automobiles Electric thunderbolts under the hood

In light of ecological considerations and the growing shortage of raw materials, non-polluting automobiles are becoming the focus of increased attention. In particular, electric automobiles are moving into the limelight. But before electric automobiles can compete effectively with their combustion-powered counterparts, a number of scientific challenges must be overcome by developing new technologies. Scien- tists across different disciplines are tackling these hurdles and researching new methods for lightweight construction, energy storage and the components of the automotive electronics systems. The Steinbeis Research Center Material Engineering Center Saarland (MECS) is researching high-resolution methods for inspecting localized damage to electrical systems.

One of the challenges the automotive indus- problematic as automotive relays are often discharge. These arcs have a temperature try currently faces is controlling and switch- crucial safety components responsible for of around 6000 °C and thus cause irrevers- ing electricity in automotive electronics sys- establishing electrical insulation in emer- ible local damage to the material and the tems. Hybrid and electric automobiles must gencies (by physically separating the switch specially optimized microstructure of the be able to handle large amounts of energy contacts) to prevent electrical hazards. In switch contacts – creating an electric dis- at high densities, which is only possible with the long term, the industry's challenge is to charge crater. a battery of several hundred volts instead miniaturize these switch components, al- of the conventional 12 volts. This high volt- lowing a lightweight design. The components most affected by this are age places the vehicle's power cables, plugs the contact materials responsible for es- and switch contacts under an extreme load, During each switching operation, as in the tablishing electrical contact. Together with which existing automobile components are case of a switching relay, an arc is gener- factors like corrosion, mechanical stress and unable to withstand. This is particularly ated as the result of a brief, sudden plasma wear, these discharge bolts lead to irrevers- Steinbeis | 7

ible failure of the switching devices in the individual sections or long term. atoms can then be recombined using To investigate this problem, the Steinbeis modern computing Research Center Material Engineering Center methods to give an Saarland (MECS) in Saarbrücken, Germany, exact 3D model of the is using new high-resolution examination material. The extreme- methods and novel materials. Researchers ly high resolution of- there are using state-of-the-art analytical fered by tomography equipment with the aim of understanding combined with its dif- the causes of these damage processes in ferent types of con- order to develop special high-performance trast make it possible materials ideally suited to high-voltage to analyze the chemi- conditions. In partnership with the Depart- cal composition of the ment of Functional Materials at Saarland material, its precise University, the team will conduct precise crystalline structure 3D structural and quantitative analyses of and the orientation of the materials in the nanometer range. As a the crystals, and dis- Test bench for electric discharge erosion comparison, the diameter of a human hair is play these visually. around 50,000 nanometers. This new 3D insight into the material, its mi- The most promising examination methods crostructure, nanostructure and even atomic are 3D nanotomography and the use of a structure allows a completely new approach 3D atom probe, which delivers images at to the analysis of damage mechanisms and to an atomic level. These methods are similar material production. This method also makes to computed tomography in medicine. In- it possible to simulate and calculate the lo- stead of looking at the materials piece by cally dominant properties of the materials piece, nanotomography uses a focused ion (rigidity, electrical and thermal conductivity) beam to break down the sample under in- using the “authentic” material data obtained Christian Selzner Univ. Prof. Dr.-Ing. Frank Mücklich vestigation into slices mere nanometers in via microstructural tomography. This allows Steinbeis Research Center Material width. The 3D atom probe can even separate scientists to take a new, three-dimensional, Engineering Center Saarland (MECS) individual atoms to analyze their chemical quantitative approach to a variety of chal- Saarbrücken [email protected] properties and original position in the ma- lenges in materials engineering. www.stw.de  our experts terial. The resulting 3D breakdowns of the

The images show a reconstruction of the 3D arrangement of oxide particles (in blue) embedded in the silver matrix (volume hidden) of a contact material in its initial state and switched state. The yellow areas are the micropores and nanopores generated in the material at high temperatures, which reduce both the local thermal and electrical conductivity by up to 50 %. The Stein- beis Research Center MECS has developed a test bench for electric discharge erosion to investigate contact materials.

Initial state Switched state 8 | Steinbeis

Steinbeis and the University of Rostock develop a system for in vitro testing Multifunctional glass neurochips: an alternative to animal testing

The toxicological testing programs of the OECD and the EU contain guidelines which apply to toxicological studies of both, known and newly-developed substances. In recent years, it has become increasingly clear that some substances pose a particular danger to children, and the vulnerability of the developing brain has become the focus of heightened attention. As a result, the OECD and EU now recommend that chemicals with known neurotoxic or teratogenic effects are tested for developmental neurotoxicity. The US Environmental Protection Agency (EPA) also recommends that pesticides should be tested for developmental neurotoxicity. The inclusion of tests for developmental neurotoxicity in the EU's REACH (Registration, Evaluation and Authorization of Chemicals) regulation is currently under debate. These tests will require approx. 30,000 chemicals to be tested for their potential toxicity.

Silicon-based “lab-on-a-chip” technology, Scientists from the Steinbeis Transfer Cen- developed in the 1980s and 1990s, was ter for Cell Manipulation and Monitoring initially used in the development of micro- Systems (CMMS®) and the Department of pumps, microvalves and similar applications. Biophysics at the University of Rostock have A broad range of applications followed developed an innovative system for in vitro soon, including bioanalysis and the opti- testing of vertebrate nerve-cell networks. mization of microfabrication, microlithog- This modular glass-chip system (MOGS) raphy and surface structuring technology consists of a miniaturized, microstructured for DNA separation and cell manipulation glass chip and a preamplifier. The glass chip in electric fields. Today, the main biological is the central component, and consists of a and medical applications of this technology 1 mm² multi-electrode array (MEA) with 52 are in the fields of cell culture for biochemi- platinum micro-electrodes on a glass sup- cal analysis and clinical diagnosis (immu- port. noassays, protein separation and analysis, and polymerase chain reactions (PCRs)). The chip has electrical contacts on all four “Lab-on-a-chip” technology is also used in edges, and the MEA input lines on the experiments which investigate the electro- chip are arranged such that they are as physiological and metabolic properties of far apart from each other as possible. The biological cells, so that suitable cells can be chip also includes an interdigital electrode selected for substance screening based on structure (IDES) and a temperature sensor.

their sensitivity. Combining cell culture with A small glass trough (Dinner = 8 mm; H = 5 analysis systems creates a new tool that is mm) contains the cell culture medium with quick, compact and powerful. This allows the test substances. The glass chip is suit- online recording of temporal variations in able for use with microscopes, and can be physiological data in dependence of the steam-sterilized and reused multiple times. substances being tested. Gold spring-pins serve as electrical contacts between the glass chip and a remov- From top to bottom: MOGS, MEA, an MEA able adapter board. The preamplifier has a electrode covered with neurons for detecting electrical activity, IDES for measuring cell flat shielded casing with a round opening adhesion for microscopic observation. Also during Steinbeis | 9

electrical network activity measurements. The MOGS can be used in basic research (i.e. and investigate the mechanisms of action The headstage can be easily connected to for developing stem cell differentiation pro- of chemical substances. MOGS is the first a commercial interface for digitalizing the tocols) and in development and analysis (as step in this important new direction. measured values and allowing using suit- a highly sensitive analysis system to detect able analysis software. specific toxic, neurotoxic and developmen- tally neurotoxic substances in the clinical, The neuron-covered MEA electrodes mea- environmental, food and pharmaceutical sure cellular electrical activity. While IDES sectors). The system is especially suitable impedance measurement registers cell ad- for developing methods to replace animal hesion and cell spreading as indicators of testing. Metabolic and electrophysiological cell vitality, and also measures cell spread- processes can be monitored online during ing on the IDES due to cell growth and differentiation of stem cells and neurons on proliferation. An integrated sensor moni- the glass chip. By sowing murine primary Sebastian Bühler Marco Stubbe tors the temperature close to the cells and cells from a donor organism in several chips Philipp Julian Köster detects any temperature changes. As a next simultaneously and processing them in par- Dr. Werner Baumann step, the project team plans to integrate allel, as in a multi-well system, fewer donor Prof. Dr. Jan Gimsa Steinbeis Transfer Center for Cell Manipulation additional glass-fiber sensors into the chip organisms are needed for in vitro testing. and Monitoring Systems (CMMS) to measure acidification and oxygen con- The ultimate goal, however, should be to Rostock [email protected] sumption. use cell culture lines (containing murine www.stw.de our experts stem cells, for instance) to develop drugs 

2009: a successful year for Steinbeis

Steinbeis concluded 2009 with excellent results. In keeping with the general economic situation, it was not possible to repeat the record turnover of 2008. However, with turnover at 118 million euros, 2009 Steinbeis enterprises sales were still 9 per cent higher than in 2007.

Especially Steinbeis research and consult- dependent companies. Each unit is managed issues such as energy efficiency and global ing centers as well as the transfer institutes autonomously by its manager and run inde- competence management, or attend the tra- witnessed sales growth in their area. Busi- pendent as a “company within a company”. ditional Steinbeis Day. The series of events ness falling into the category of “Evaluation will be continued in 2010: the Electronics and Expert Reports” also enjoyed strong Business success requires committed and in the Automotive Industry symposium is growth. skilled people. In 2009, 5397 (5522) people on 27–29 April, and on 1 December, Stein- worked on projects in the Steinbeis network. beis University is hosting the third Stuttgart The Steinbeis Network encompassed 778 Of these, 1358 (1392) were full-time em- Competence Day, this time looking at “Com- Steinbeis enterprises in 2009 (2008: 765), ployees at 778 centers. 3284 (3338) people petence.Personality.Education.” This year’s working in the business fields of Research worked on a project basis as freelancers. 755 Steinbeis Day (24 September), provides a fo- and Development, Consulting, Evaluation (801) professors supported Steinbeis with rum for networking and meeting key players and Expert Reports, and Training and Em- their skills and knowledge in 2009. from the Steinbeis network. ployee Development. Of these, 88 (82) new Steinbeis enterprises were founded in 2009, Apart from a variety of seminars and spe- in Germany and abroad, set up by establish- cialist events organized independently by ments of higher education, research centers, Steinbeis enterprises in 2009, three centrally Steinbeis-Stiftung or individuals. Depending on the service organized Steinbeis events took place. More Stuttgart [email protected] emphasis, they are organized as Steinbeis than 1000 visitors came to the headquar- For information on central events visit: Transfer, Research or Consulting Centers, as ters in Stuttgart’s Haus der Wirtschaft to www.stw.de  Events Steinbeis Transfer Institutes, or as legally in- attend Steinbeis conventions and discuss 10 | Steinbeis

Pupil’s laboratory at Friedrich Wöhler Grammar School Attracting interest – fuelling motivation

How do you bring the natural sciences to life, with project work across different disciplines, in a way that motivates pupils to become closely involved in science and technology – and not switch off? This is the key issue being worked on in a new science skills centre at Friedrich Wöhler Grammar School (FWG) in Singen, in partnership with regional universities and businesses. The Steinbeis Transfer Center for Didactics of Technology and of Interdisciplinary Natural Sciences played a central role in developing the new concept.

Young scientists with a wind tunnel in the pupils’ laboratory

How do you make a car as streamlined as berg’s school curriculum in 2007/08. This even donations. An association called “Sin- possible? What effect does a rear spoiler key subject examines interdisciplinary topics gen active location marketing” set up a team have? How does the honey get from the from the viewpoints of the various sciences. to coordinate the competence centre, which honeycomb into the jar? What does the The aim is to deepen pupils’ understanding has also had several years’ backing through nanostructure of a water-resistant surface of the fundamentals of biology, chemistry partnership with the pupils’ engineering look like? This and many other questions are and physics, as well as the earth sciences. academy SIA – a cooperative model for ex- likely to be investigated by teams of pupils They should also be encouraged to think and tracurricular training at schools, universities at Friedrich Wöhler Grammar School and work more scientifically; the focus lies in ex- and business. neighboring schools in the new pupils’ labo- perimental and project-based assignments. ratory center for science and technology, Friedrich Wöhler Grammar School is par- or NwT. The building, which is currently be- Horst Scheu, head of the Steinbeis Transfer ticularly proud of the projects it has realized ing constructed by the town of Singen, will Center working on the project and headmas- to date. Wind tunnels and a glass beehive house a pupils’ laboratory, the very latest ter of Friedrich Wöhler Grammar School, has are just two of the installations that will science rooms and a modern library. been helping the pupils’ laboratory off the be moved into the pupils’ laboratory once starting blocks by working closely with firms the new building is completed. The equip- The natural sciences and technology (NwT) and universities in Singen. In turn, they are ment will allow pupils to conduct airflow core subject was added to Baden-Württem- inputting with ideas, skills, materials, and experiments on energy efficiency, analyze Steinbeis | 11

foodstuffs, and try out different observation Professionally planned tourism for communities techniques on the bee colony. along the historic “Raiffeisen Route”

The list of planned projects is enough to Tourism on the trail of make anyone want to go back to school: Horst Scheu is planning to introduce a Friedrich Wilhelm Raiffeisen scanning electron microscope for inspecting surfaces, a microbiology laboratory, and In many cities and communities currently experiencing growth, tourism plays medical technology experiments. Naturally, a not insignificant role. Other areas, however, fail to tap the full potential of all of these projects depend on the ongoing their facilities when it comes to tourism. These parts of Germany face new scientific backing of nearby universities and challenges: to reposition themselves in the ever-changing landscape of tour- institutes. ism and leisure activities and to develop as a tourist destination. Fundamental to this process will be their ability to recognize tourism trends and weave The new NwT curriculum has anchored them into existing resources and infrastructures. The Steinbeis Consulting practical and project-based tuition in every- Center for Regional and Communal Development is crafting a course of action day teaching at Friedrich Wöhler Grammar for the Historic Raiffeisen Route. School. By the latter half of this year the pupils laboratory will be open to pupils from Nestlied between the cities of Hamm and all schools to conduct complex experiments Neuwied in Germany’s Westerwald for- that would be unthinkable at individual est, the communities that dot the Historic schools. The pupils’ laboratory thus enriches Raiffeisen Route have understood how im- the scientific and technical landscape of re- portant repositioning is. The Steinbeis Con- gional education. sulting Center in Kaiserslautern has been commissioned to present a model of professionally planned tourism, one that will guide and inspire innovative tourism development throughout the region. Steinbeis Transfer Center for Didactics of Technology and of Interdisciplinary Natural The Historic Raiffeisen Route runs through Sciences an area covered by the rural districts of Al- The center focuses primarily on technology tenkirchen and Neuwied, taking in places The research will provide a clear picture of projects likely to interest young people. This shaped by the influence of Friedrich Wilhelm tourism’s potential and pinpoint possible ranges from finding out more about techni- Raiffeisen. Today, Raiffeisen is best known “unique selling points” to add value to the cal careers to setting up work placements or as a social reformer and the father of local region and, ultimately, help market it. The integrating school activities at companies into cooperative banking. He was also a key con- aim of the project is to agree a plan contain- educational planning – for example with school trips. tributor to the construction of this historic ing key actions. Ideally, the plan will show transportation route. how best to market the region to specific Apart from working on projects for and with target groups and highlight improvements pupils, the Steinbeis staff in Constance also ad- Professionally planned tourism will mean needed in the services offered. The plan will vise companies and develop teaching methods. taking greater advantage of the legacy of also demonstrate organizational changes These methods come into use during guided tours of businesses, when planning work place- Raiffeisen. To make use of the existing in- needed to improve the nature of regional ments, and when presenting exhibits. frastructure and draft a plan that will be ac- tourism. ceptable to all communities affected by the project, the Steinbeis consultants will ana- Prof. Dr. habil. Gabi Troeger-Weiß Horst Scheu lyze the supply and demand of tourist at- Steinbeis Consulting Center for Regional and Bettina Laurer tractions. This will include a survey of own- Communal Development Steinbeis Transfer Center for Didactics of Tech- Kaiserslautern nology and of Interdisciplinary Natural Sciences ers of local accommodation, day trippers [email protected] Constance and overnight guests, and local residents. [email protected] www.stw.de  our experts

www.stw.de  our experts 12 | Steinbeis

Keeping accidents off the streets with sensors and communication The shape of sensors to come

Along with energy efficiency, road safety is one of the key strategic innovation issues in vehicle systems development. As the absolute number of accidents decreases, the relative number of injuries and fatal incidents with people outside continuously increases. For years, the spotlight has been on passive passenger safety systems. Conventional systems are available for detecting a car’s surroundings using imaging; high hopes are also being held for “cooperative sensory systems”, which offer a variety of inherent benefits. Based at the Baden-Württemberg Cooperative State University Lörrach the Steinbeis Innovation Center for Embedded Design and Networking (sizedn) has joined forces with automotive manufacturers to develop the safety sensor solutions of the future.

For years, modern top-of-the-range cars systems are expensive, both because of the To make these systems viable in as many have been equipped with sensor systems inbuilt cameras and the image processing cars as possible, costs need to be kept low. that provide drivers passengers with imag- – which becomes more and more complex, As things currently stand, this will only be es to enhance safety and driving comfort. the more functions the system offers. Just possible if image-processing hardware can These include driver assistance systems one example: spotting the risk posed by be found. The PROPEDES project (Predictive such as night vision, lane keeping assis- pedestrians involves a whole host of issues Pedestrian Protection at Night) is a plan to tants (LKA), lane change assist (LCA), traf- affecting illumination and the car’s imme- develop a predictive night-time visibility fic sign recognition and much more. The diate surroundings. system for cars that will protect pedes- Steinbeis | 13

trians by networking images provided by high levels of interference under poor vis- This project and the Bavarian Project Amu- sensors around the car (video/radar). The ibility. The biggest challenge, however, is lett – which has already made significant project is sponsored by the German Federal how to categorize objects, i.e. how to put a progress with wireless positioning – have Ministry of Education and spearheaded by recognized object into a meaningful group, given rise to a consortium that is part of e|enova, a car electronics innovation con- or type of behavior (such as a pedestrian Ko-FAS (“Cooperative Sensor Systems and sortium. The Lörrach-based Steinbeis Inno- or cyclist). Cooperative Perception for Preventative vation Center is a member of the PROPE- Safety in Road Traffic”). Sponsored by the DES project consortium working alongside One way to compensate for these disad- Federal Ministry of Economics and Tech- Daimler, Robert Bosch and ProDesign. The vantages is to use cooperative sensor sys- nology (BMWi), the consortium has set its aim of the project is to identify the basic tems. Recognized objects receive a tag or particular sights on cooperative sensor sys- algorithms needed to process, evaluate and active element. This makes it possible to tems. size images and subsequently transfer this exchange information via wireless systems information to hardware and software. The so that at least the object’s category can be In a sub-project called Ko-TAG, the Stein- team also plans to develop and evaluate transmitted. By drawing on secondary ra- beis Innovation Center is working with flexible FPGA video processors. Other tasks dar techniques used in aerospace technol- BMW Research and Technology, Conti- include programming FPGA-based develop- ogy, it is also possible to evaluate the prop- nental Safety Engineering International, ment platforms using soft cores or embed- erties of electromagnetic waves to make Daimler, the Fraunhofer Institute for Inte- ded microcontroller cores and integrating another estimate of an object’s relative po- grated Circuits, and Technische Universität these into the development process. sition. This enables the sensors to pinpoint München. This project involves research- the position and category of an object. A ing transponder-based cooperative sensor Sensors that also provide images bring a similar approach is already being used by technology for two primary applications: number of advantages, especially as they WATCHOVER, an EU project in which the protecting vulnerable road users and pro- enable image data to be used in various Steinbeis Innovation Center in Lörrach is viding vehicle-to-vehicle safety. The joint ways, and can recognize all kinds of ob- also closely involved. This project already Ko-TAG project uses transmitter/receiver jects. This contrasts, however, to a string resulted in the first jointly-developed sen- modules in vehicles which send queries to of intrinsic disadvantages, such as difficul- sor, which subsequently became part of the transponders. These are carried by other ties when objects are partly hidden, weak sensor fusion (interconnection of all sensor road users and answer with response codes signals caused by passive reflections, and data) in an on-board unit. containing detailed information. The question-response method provides vehicles with information such as the relative position of other road users near the car – and A wireless tagging device for locating and communicating with other road users this makes it possible to calculate the probability of a collision.

Prof. Dr.-Ing. Axel Sikora Steinbeis Innovation Center for Embedded Design and Networking Lörrach [email protected]

www.stw.de  our experts 14 | Steinbeis

New SIGNO standard lends uniformity to patent evaluation Patents are treasure troves on the horizon!

The patent has long stood for a “temporary monopoly” that protects intellectual property. For many businesses, patents provide a foundation for business growth. Enter legendary patent owner and entrepreneur Artur Fischer: His business’s growth and success is, even today, inextricably linked to intelligent patent management and a belief that patents are equity in their own right. When the success of a patent is directly reflected in company success, it’s easy to work out its value. On many occasions, however – e.g. a company sale, an investment, licensing, or patent sales – a patent does need evaluating. Bankruptcy also highlights just how important patent ownership is.

The team of expert behind the SIGNO expert report: Wolfgang Müller, Dr. Wolfgang Knappe, Andreas Deutsch, Prof. Andreas Zagos, Dr. Klaus Kobek, Dr. Dirk-Oliver Kühne (from left to right)

Patent evaluation encompasses many fac- a crystal ball. This is where the new SIGNO the form of technology plays an important tors that are often difficult to assess. Some- standard comes in. Designed by experts, the role, especially in the German economy. For times they are even unknown. Who are the standard puts patent evaluation on a level research findings, new developments and prospective licensees? What’s happening in playing field. inventions to be made commercially viable the market? Are there any new substitution – more quickly and effectively – technology technologies? Questions which often have Patents are treasure troves on the horizon; transfer between businesses, research, and no easy answers. That’s why it is useful to be they need to be leveraged and then trans- trade and industry needs to be intensified. able to draw on evaluation standards that formed into products that meet market de- are simple, easy to understand and cost-ef- mand. Companies that innovate and outpace One major reason why it is difficult transfer- fective – a luxury no-one had in the past. In the competition are more likely to succeed ring and exploiting intangible business eq- fact, evaluations were often like gazing into in the global marketplace. Added value in uity is that it is hard to assess whether a new Steinbeis | 15

technology will be commercially viable. Very SIGNO often, the technology remains in development until it is ready to market. In the early Through the SIGNO program, the Federal Company: This factor examines the require- stages, it’s hard to predict the opportunities Ministry of Economics and Technology aims to ments the new development must meet when support universities, companies and indepen- a company is driving implementation. In the and risks presented by commercialization, or dent entrepreneurs in securing the rights to limelight: the company in which new processes whether it is even technically feasible. their innovative ideas and applying those ideas or products will be launched, or which is to commercial ventures. As well as providing launching processes and products for others; information on commercial trademarks for spatial requirements; material and personnel One way to clear this hurdle is to involve ex- intellectual property, SIGNO promotes the more requirements for the launch. perts from a variety of disciplines in the eval- efficient use of scientific and technical infor- uation process. After all, a sound assessment mation, and helps translate ideas into market- Market: During the commercial use phase, ready products. The SIGNO expert report on a the anticipated surpluses in payments depend needs to draw on legal, scientific, technical patent’s value addresses: on other patented products on the market and economic expertise. In practice, this has and what the competition is doing. Ideally, often translated into an expensive price tag, Rights: The prerequisite for an evaluation is calculations for these predictions will be based the patent, a documented trademark. When on comparable empirical values – even if it one that neither SMEs have the budget for is it registered in which countries? How are appears that the novelty of the patented tech- nor matches the nature of the evaluation. trademarks handled? Who owns the rights? So nologies will undermine calculations. many questions that need answers. Potential value: There are so many constructs The current system – parallel approaches Technology: An invention that doesn’t work of economic value for interpreting the value to evaluating intangible business equity in has no commercial value. As obvious as this of a patent, almost as many ways to define general, but also patents in particular – has statement seems, it does bear examination. value, and even more ways to carry out the That’s why the SIGNO evaluation looks at many evaluations. The SIGNO standard pulls together consequences. It is not possible to compare different aspects and issues. The beginning of the most common and important methods results, and people don’t trust the way the the report should briefly describe the technol- in theory and practice to help ensure that as ogy in context – where does it fit in? This many companies as possible use and adopt value was estimated, or the process, or the should be followed by details on the develop- this expert report. For the time being, this institutions that submitted the estimate. ment status, technical feasibility, probability is a method based on a license analogy and Ultimately, the evaluation itself is robbed of of implementation as well as any work still discounted cash value. outstanding. impact.

Enter the new SIGNO standard. This tool was designed to reinforce and simplify technol- ered to discuss how to advance the standard in what form), and even client relationships ogy transfer between universities and com- and road-test it. The group included experts are logged. The deciding factor throughout: panies, independent inventors and business- from a variety of organizations with a de- the expert’s qualifications and experience. es, and businesses themselves. The SIGNO cades-long track record in patent and inno- The SIGNO expert report on a patent’s value standard’s main objectives, then, are to lend vation management. They were thus highly is available through the Steinbeis Transfer transparency and help make the evaluation proficient in evaluating technologies and Center Infothek. process more uniform across the whole of trademark rights. They included the Stein- Germany in a way that engenders trust. beis Transfer Center Infothek, the north Ger- man inventor forum EZN, IMG Innovations- The creators of the SIGNO standard realized Management, InTraCoM and the Fraunhofer it was essential for the tool to work within Society. SME budgets and existing resources. The standard is a bit like a checklist and takes all The SIGNO expert report on a patent’s value key criteria into account. It also represents is divided into five key, standardized sec- good value for money. It is versatile enough tions: rights, technology, company, mar- to allow for more detail and the scope of ket, potential value. The SIGNO evaluation analysis and documentation can be matched method involves defining and substantiat- to needs and budgets, and if necessary ex- ing tangible “usage scenarios” (covering panded. all key influences), opportunities and risks. Wolfgang Müller Although it focuses on content, the stan- Steinbeis Transfer Center Infothek Villingen-Schwenningen At an event moderated by the Cologne In- dard also places special emphasis on the [email protected] stitute for Economic Research, experienced auditing method used and the final result. www.stw.de  our experts specialists from the SIGNO network gath- Processes, how information is gathered (and 16 | Steinbeis | SHB spotlight

Training for tomorrow’s managers and specialists Berlin convention on 3 and 4 September 2010 A master’s degree – including Ethics, intrinsic value SAP training and sustainability in In a joint project with the School of Management and Technology at Steinbeis Uni- versity Berlin, SRH Heidelberg and Munich’s technical university, TUM, the German the financial system software giant SAP is now offering the SAP Corporate Master Program – a practical degree aimed at addressing the needs of future business. The economic and financial crisis has affected many areas of society, calling for The international degree is integrated into grounded academic learning, making it a wel- an honest and thorough examination of students’ full-time employment within busi- come addition to the IT employment market. values, ethical issues and morals. This key ness and promises to foster and educate tal- This unique program opens many doors to issue will be tackled jointly by scientists ented up-and-coming managers at companies promising careers. As well as exposing stu- and representatives from all areas of so- and consultancies from a variety of sectors of dents to live projects, the internationally rec- ciety at the first financial ethics conven- industry. A common theme of the courses ognized certification as an SAP consultant un- tion, to be held in Berlin in September within the program is to certify students as derscores candidates’ qualifications. The SAP 2010. Prof. Dr. Dr. Sabine Meck and Prof. qualified SAP consultants. Corporate Master Program is an opportunity Dr. Jens Kleine (School of Management for companies and SAP partners to nurture and Innovation (SMI), Steinbeis Univer- The universities involved in the master’s pro- future managers early – and gain loyalty. sity Berlin), along with Prof. Dr. Frank E. gram are responsible for the academic con- W. Zschaler of the Catholic University of tent of the degrees, as well as teaching and Eichstätt/Ingolstadt and Professor Frits Isabel Lindner examinations, while SAP Education trains and van Engeldorp Gastelaars of Rotterdam’s School of Management and Technology examines students towards SAP certification. at Steinbeis University Berlin Erasmus University, are inviting people Berlin/Filderstadt to take part in a critical, interdisciplinary [email protected] The SAP Corporate Master Program is tailored discussion of ethics, intrinsic value and www.stw.de  our experts to business needs and underpinned by well- sustainability in the financial system.

The convention is targeted at academics and The Materials and Production Bachelor Degree rolls into action students just as much as representatives of everyday business, political and social prac- All eyes on production, quality tice. The following speakers are already known to be attending: Prof. Dr. Günter Endruweit and management spotlight In today’s global economy, companies cannot survive without interdisciplinary thinking and a thorough technical understanding of a variety of topics: development, production, project management, logistics, the supply chain, and marketing. The engineering-based bachelor’s in Materials and Production was launched by the Steinbeis University Berlin in January 2010, which graduates complete as a Bachelor of Engineering.

On the degree program, students are taught To supplement theory with applied exam- about key subjects, such as materials engi- ples, the program is supported by business Petra Ohlhauser Steinbeis Transfer Institute Innovation, neering, lightweight construction strategy, partners such as Zeppelin, the measurement Quality and Company Management (IQU) product development, production processes, technology specialist, which shows mea- at Steinbeis University Berlin Berlin/Gosheim manufacturing and automation technol- surement technology to students on live ap- [email protected] ogy, measurement technology and qual- plications as part of their advanced options. Prof. Dr.-Ing. Ulrich Günther ity assurance, in tandem with management Steinbeis Transfer Institute Production and Engineering at Steinbeis University Berlin techniques, HR development and personnel Students on the executive degree submit Berlin/Dresden management. “transfer” papers, attend expert workshops, [email protected]

and go on study trips within Germany and www.stw.de  our experts abroad. SHB SHB spotlight | Steinbeis | 17

(emeritus at Christian Albrechts University, Inauguration ceremony at the Steinbeis Business Academy Kiel), Prof. Dr. Thomas Pittrof (Catholic Uni- versity, Eichstätt/Ingolstadt), Prof. Dr. André Thorough education for Gernsbach Habisch, Prof. Dr. Frank E. W. Zschaler, Prof. Dr. Max Otte (Worms University of Applied and the surrounding area Sciences), Nikolaus Piper (Süddeutsche Zei- tung), Karl Reichmuth (Reichmuth & Co. pri- The Steinbeis Business Academy’s move from Kuppenheim to Gernsbach near vate banking, Lucerne), Prof. Dr. Peter Schal- Baden-Baden in January was marked with a special inauguration ceremony. The lenberg (University of Paderborn), Prof. Dr. academy’s links with the area were central to selecting the new location. A variety Nils Goldschmidt (Universität der Bundeswehr of guests from the world of politics, business and other areas were invited to view München), Dr. Dr. Eberhard Fedtke, attorney, the new building and meet Steinbeis staff. and Dr. Harald Schmidt (Catholic University, Eichstätt/Ingolstadt). “Change and transition looks gladly on those “from nursery school to PhD”. The director who enjoy life” – with these opening words, of the Sparkasse bank, Martin Seidel, wel- Important representatives of business, society Birgit Gaida, director of the Steinbeis Busi- comed the 25 new tenants on the first floor and the church will discuss a variety of issues ness Academy (SBA), welcomed her guests. of his building. He is certain to have found in speeches and panel discussions, including: This sense of change at the university is re- “the right partner” and sees the injection of  Ethical financial investments – a real pos- flected in its new choice of building, which life in the building in Eisenlohrstrasse, which sibility? offers nearly two thirds more floor area. Prof. has been re-dubbed the Competence Center  Corporate governance within financial insti- Dr. Peter Dohm, also an SBA director, believes for Finance and Education, as a positive de- tutions – a failure? that partnership with other educational es- velopment. The SBA’s move into the building  Earning money through sustainability – tablishments in the area holds strong poten- went smoothly, without interrupting normal qualitative versus quantitative growth tial, as has already been the case with other Sparkasse business.  Moral hazard after the crisis – how can re- Chambers of Trades and Crafts, administra- sponsibility be re-established? tion and business academies, and university  Can an ethical attitude towards money be clinics. learned? For Gernsbach, the arrival of the new academy boosts the town’s image as a center of Dana Willett Katrin Ziem School of Management and Innovation (SMI) learning. “This is an opportunity for all of Steinbeis Business Academy at Steinbeis University Berlin us,” stated Dieter Knittel, the town mayor, at Steinbeis University Berlin Berlin/Stuttgart Berlin/Gernsbach explaining how much “soft” location factors [email protected] [email protected] matter. As Knittel says, Gernsbach now ben- www.stw.de  our experts www.stw.de  our experts efits from an educational spectrum ranging

New bachelor’s program for medicine students knowledge pertinent to treatment from the field of complementary medicine. “Comple- BSc in Complementary Medicine mentary medicine” in the narrower sense includes specialties such as Traditional Chi- Steinbeis University Berlin is launching a new bachelor of science degree in 2010 nese Medicine, homeopathy, osteopathy, for students of medicine. The 3-year BSc in Complementary Medicine will start with chiropractics and naturopathy. Course con- advanced options in Traditional Chinese Medicine (TCM). tent is being prepared for advanced options in these areas. The degree program was developed in co- is designed exclusively for individuals in- operation with independent German and volved in therapeutic practice: Heilpraktiker, Dr. Rolf Schneider Steinbeis Transfer Institute international medical practitioners, regis- health professionals with sectoral approval Institute of Complementary Medicine tered natural health professionals (German to practice as a Heilpraktiker, and doctors. (INCOM) at Steinbeis University Berlin Heilpraktiker), experts, scientists, practicing The primary aim of the degree is the ongo- Berlin/Kitzingen [email protected] professionals, and professional associations ing provision and acquisition of treatments www.stw.de  our experts at Steinbeis University Berlin. The degree and therapeutic skills, as well as specialist 18 | Steinbeis

200 people attend the second Stuttgart Competence Day Bundled competence

The second Stuttgart Competence Day took place in November last year, building on the success of the first event in 2008 and welcoming nearly 200 guests to a day-long convention on “Talent.Competence.Management – local.global”. The event opened its doors to experts from universities and business, who came to discuss the prevailing challenges of a society driven by skills and expertise.

Peis (Siemens) und Dr. Jo- After a foray into skills management in hanna Anzengruber (Siemens MENA countries by Ahmed Elshahat Hassan Corporate Technology), dem- (Society for Human Resource Management, onstrated the role played by Egypt) and Brazil by Prof. Dr. Nazem Nasci- skills management in the field mento (Universidade Estadual Paulista, São of research and innovation at Paulo, Brazil) – where skills management is Siemens. Torsten Bittlingmaier captured in the constitution and is truly Bra- (Deutsche Telekom) gave a zilian in its approach – Wilfried Telkämper though-provoking insight into showed how his training and development the world of “talent brokers”. company (Internationale Weiterbildung und Dr. Wolfgang Achilles (Jobware Entwicklung GmbH) fosters executive devel- online service) underscored the opment on an international level. growing significance of talent pools in an era of the global The day drew to a close with Prof. Dr. Dirk war for talents. Prof. Dr. Marc Engelhardt (Professor for Logistics Manage- Drüner (Professor of Innovation ment at SHB), Stefanie Kisgen (STI Interna- Management at SHB) showed tional Management), Prof. Dr. Peter Dohm the audience the phenomenal (Steinbeis Business Academy) and Annette impact and possibilities of Web Schulten (STI Corporate and International 2.0, illuminating the contribu- Programs) highlighting once again how SHB tion made by Web 2.0 to global nurtures the competence of various tar- “open innovation”. get groups with their respective priorities, through its project competence degrees. Prof. Dr. John Erpenbeck (Pro- fessor for Knowledge and Com- The theme of the next Stuttgart Competence After a welcoming address by the President petence Management at SHB) raised a num- Day, scheduled for 1 December 2010, will be of Steinbeis University Berlin (SHB), Prof. ber of eyebrows: According to him, there “Competence.Personality.Education” (loca- Dr. Dr. h. c. mult. Johann Löhn, the Direc- are no specific intercultural competences. tion: Haus der Wirtschaft in Stuttgart). For tor of the School of International Business Competence is the ability to act creatively the latest agenda and list of speakers, visit and Entrepreneurship at SHB, Prof. Dr. Wer- in a self-disciplined manner in problematical www.stuttgarter-kompetenztag.de. ner G. Faix introduced the day’s topic: skills situations where the outcome is still open – management, and conflicts on the global also absolutely crucial in situations dictated and local stage. The main issue was how by intercultural “overlaps”. This concept of society will cope with the challenges of the intercultural overlaps was also demonstrated 21st century and recruit, retain, and network by Dr. Gerhard Keck (Steinbeis Transfer Insti- Prof. Dr. Werner G. Faix skilled employees. tute (STI) for Growth Management at SHB), School of International Business and Entrepre- who looked at cooperation between German neurship at Steinbeis University Berlin Berlin/Herrenberg Rainer Heck (IBM Germany) spoke about and Brazilian organizers of the World Cup in [email protected] the special significance of global delivery Brazil in 2014. www.stw.de  our experts in shaping global collaboration. Eleonora Point of view | Steinbeis | 19

New ways to improve competitiveness Lean management – from production to after sales

An MIT study published in 1990, intriguingly called “The Machine That Changed The World”, forced carmakers worldwide to think carefully about fundamental issues relating to the organization of production and work distribution. The report challenged conventional approaches to mass production. Developed by the Japanese and coined by Womack, Jones and Ross, “lean production” was turning out to be much more efficient. According to Joachim Gund, MBA student at Steinbeis University Berlin who also works for the Institute for Innovation and Management (IIM), the fact that lean production is still on most manufacturers’ agenda confirms that this groundbreaking approach remains relevant.

When they completed their study, Womack, cial. A decade ago, it was the product that mercial use is now a given. In the future, the Jones and Ross were convinced that the stood firmly in the limelight, not the service company will need to maximize customer principles and methods of lean management that went with it. But as competition inten- benefits through improved services. would be effective in fields beyond manu- sified, the goal posts shifted. For many large facturing. Until now, this view has only part- road haulage companies, for example, a A number of car and commercial vehicle ly been proven true: few companies could comprehensive service network and the makers have set themselves similar objec- honestly be described as practicing interde- quality (and punctuality) of service unit sup- tives. To achieve them, they have introduced partmental “lean thinking” in the ways port are central to the purchase of new ve- lean management principals and methodol- Womack and Jones predicted in the late hicles. Customers see vehicle quality as a ogies. The results of transfer projects in 1990s. For many European and American given; service criteria are gaining impor- around 200 after sales units in Germany and carmakers, developing and introducing their tance. Customer requirements have thus other countries have shown that applying own production system is already “state of shifted: these days, the most important is- these principles and methods has a positive the art”, but they only partially succeeded in sue is the most productive use of vehicle effect on productivity and thus indeed helps translating their achievements into indirect- time – companies only make money when companies achieve their objectives. Experi- ly affected areas such as sales, after sales, the vehicle is fully operating. ence also shows that the degree of transfer and research and development. In other is much higher than is currently considered words, manufacturers have yet to transfer Compared to the old days, after sales in the possible. lean production into the all-encompassing automotive sector is viewed from an eco- practice of lean management. nomical angle – as an essential source of Despite this, transferring lean principles turnover and profit. On a strategic level, af- from production to after sales always poses Until a few years ago, there was no need to ter sales can be used as an effective market- a challenge. Inevitably, translating concepts do so. Since World War II, with a small num- ing instrument, improving customer loyalty and ideas from one department to another ber of exceptions, all companies have and positioning the brand. According to Leif will lead to culture clashes. The key differ- watched their sales improve year on year. So Östling, CEO at Scania, one of his company’s ence between the two cultures lies in the it is understandable that the focus always future challenges will be to ensure that mindsets of the respective managers and lay in production. But markets have changed trucks stay on the move, from the point of workers. In production, in keeping with lean radically in recent years. These days, compa- departure to the destination, and that driv- management principles, people tend to be nies compete on carbon footprints and en- ers receive all the support they need to com- proactive and thus stabilize processes. In af- gine efficiency. As a result, R&D departments plete their task. To pursue this goal, Scania ter sales, people are more likely to tackle now play a much more pivotal role in a com- has made organizational changes in recent problems reactively. pany’s survival. years: 40 per cent of the company’s assets and human resources are now committed to On the one hand, this reactive approach can The same applies to after sales – an increas- sales, frontline selling, and service provision. lead to late, incomplete or incorrect service ingly important link in the automotive value This figure used to be a mere 10 per cent. provision, resulting in more work and dissat- chain. Especially in the used car business, Östling is clear about the path the company isfaction among staff. On the other, howev- after sales is becoming more and more cru- needs to pursue: designing trucks for com- er, people enjoy the boost in self confidence 20 | Steinbeis | Point of view

1913 onwards approx. 1900 Mass Workshop production production 1950 onwards Beginnings of lean production in Japan 1990 onwards 2000 + Lean production in Holistic production Europe systems

The development of industrial practice

– stemming from their ability to master all tions – had the desired effect from the very As part of his MBA degree at Steinbeis Univer- the problems encountered during the work- beginning: managers and workers became sity Berlin, Joachim Gund, who works at the ing day. The extra effort and associated costs involved and willing to work on transfer Institute for Innovation and Management (IIM), are thus often ignored. Poor working prac- projects. Analyzing the processes made it has been examining the issue of transferring Lean Management thinking and methods used tices are tolerated – until the next serious possible to show clearly which overlapping in production into after sales in the automotive problem arises. This double-edged sword – areas required action. To do this, client and industry. Drawing on examples in after sales at a variety of manufacturers, Gund carried out staff are dissatisfied with the extra work and supplier-side process quality was evaluated. transfer assignments to examine the applicabil- pressure, yet proud when they go home that Using 5S-method made it possible to estab- ity and feasibility of lean management thinking. they somehow solved the problem – poses a lish basic orderliness and cleanliness. This His conclusion: matching the translation of lean management principles and methods tremendous risk when the ultimate aim is to made improvements tangible and perceiv- specifically to after sales enables their imple- provide customers with the best possible able – for employees and customers. A con- mentation, resulting in long-term competitive service. tinuous improvement process (CIP), one of advantage. the fundamental principles of lean manage- For many after sales departments, the ulti- ment thinking, was then successfully imple- mate aim justifies disproportionate time in- mented to eradicate problems pinpointed in vestment. After all, it is about the benefit to overlapping areas. The outcome: an im- all customers, those who arrange appoint- proved after sales process that frees up time ments in advance just as much as those who for managers and workers to act more flex- unexpectedly need a service. Frequently, ibly in dealing with customers, and stay calm people perceive unplanned customers as the when unexpected developments threaten to main cause of disruption in daily routines, so destabilize the process. they are often portrayed as “the bad guys”. As a result, people fail to see why processes therefore need improvement. Yet if processes were to be improved, managers and work- Patricia Mezger School of International Business and Entre ers would start thinking differently. “Un- preneurship at Steinbeis University Berlin planned customers” would no longer be Berlin/Herrenberg disruptive, they would be a profit-related [email protected] use of capacity that helps secure jobs. Joachim Gund Institut für Innovation und Management (IIM) Ostfildern Analyzing processes and applying 5S-meth- [email protected] od in after sales departments – as part of the www.stw.de  our experts move to organize and standardize worksta- Steinbeis | 21

Steinbeis TIB evaluates patents from numerous areas of technology Innovative Automotive Electronics – patented

Over 80 per cent of all innovations in the vehicle involve automotive electronics, either directly or indirectly. Currently, automotive electronics are responsible for 30 per cent of a new vehicle's sale price, and this is set to rise to 40 per cent in the coming years. Even conservative estimates suggest that the market for automotive software is set to quadruple. As part of the vehicle's embedded electronics system, automotive software must fulfill tough real-time requirements which pose new challenges for automotive software developers. Steinbeis TIB Transfer Center for Technology Evaluation and Innovation Consulting selects and evaluates patents, including those in the automotive sector.

Today, automotive electronics play a key role in improving road safety. Safety features such as anti-lock braking systems (ABS) and electronic stability control (ESC) make it easier for drivers to control their vehicles. Systems which help improve road safety are increasingly the focus of public interest. The results of the NIRWARN project, funded by the German Federal Ministry of Education and Research, have aided the development of new lines of robust, reflection-free lenses (for night vision and advanced driver-assistance systems). As product features are subject to a growing number of requirements, this results in new applications for optical systems in automobiles. Photo: © istockphoto.com/MorePixels However, more electronic systems in automobiles also mean more weight, and thus developers are considering replacing the The patent for this system is currently being increased energy and fuel consumption. Po- one-battery electrical system with a two- evaluated by Steinbeis TIB. As expert partner tential on the consumer side must be tapped battery system, and to split the latter into to Alpha Patentfonds, the team members of to keep the total power consumption con- two areas (such as a priming circuit and a the Steinbeis TIB select and evaluate patents stant despite the increasing amount of elec- supply circuit) depending on the application. with potential real-world applications. The tronics. For many functions, it would be ex- Steinbeis TIB team includes over 40 special- pedient to question whether the customer In modern automobiles, when the engine is ists with expertise and in-depth professional really needs them or benefits from them. switched off but the vehicle's embedded experience in evaluating technology, mar- electronics are still consuming energy, an kets and industries. In addition, Steinbeis TIB The service life of vehicle batteries in parked additional solar recharging system can be actively seeks out new technologies and in- automobiles has also fallen drastically in reused to keep the on-board battery perma- novations on an order basis. cent years, due to the growing number of nently charged. Installing a mobile, compact electronic systems which consume power in solar recharging system is easy and inexpen- standby mode. Electronic control chips and sive, and the system can be easily adjusted memory chips require energy; for developers, to local environmental conditions. Unlike Detlef Berger this means enough energy must be available conventional systems, the patented solar re- Steinbeis TIB Technologiebewertung und at all times, whatever the vehicle's opera- charging system can be fitted inside the ve- Innovationsberatung GmbH Mannheim, Berlin tional status. In a new vehicle, the battery hicle. Because it is not exposed to the ele- [email protected] capacity is tailored to the level of electronics ments, the design and materials do not need www.stw.de  our experts embedded in the particular model. In general, to be weatherproof and can be kept simple. 22 | Steinbeis

Steinbeis-Europa-Zentrum fosters dialogue on emerging technologies and business cluster development in Europe Join forces to shape the future

Business success in globalising markets increasingly depends on reliable strategic partnerships. Intensifying global competition, accelerating product life cycles, increasing complexity of converg- ing technologies, growing demand for customized products and service: These are all drivers of an interconnected knowledge-based economy and society. Thus, businesses have to build their strategic capacities, capitalise on competitive advantages within business clusters and benefit from collaboration with partners in order to achieve sustainable competitiveness. The Steinbeis-Europa-Zentrum supports business clusters by developing and organising strategic capacity-building workshops.

In an ever-changing global environment, and innovation ventures with other creative As the backbone of the Baden-Württemberg businesses only survive if they are able to and highly innovative regions. Against this economy, SMEs will also receive the support meet new challenges in due time. With re- backdrop, the Steinbeis-Europa-Zentrum de- they need to take an active role to join forces spect to sustainable regional development, veloped for the Baden-Württemberg Minis- toshape the future. economic as well as academic and politi- try of Economics a series of workshops titled cal actors have to join their forces to think, “Technology and Business Cluster Trends in To date, four business cluster events have debate and shape their future. The regional Europe”. The workshops address ten in- taken place, involving nearly 300 business- stakeholders contribute to a sustainable de- terdisciplinary target areas of the Baden- people, managing directors and senior exec- velopment of the regional economy if they Württemberg business cluster strategy, all utives from development, research and tech- use their individual core competences and of them promising seedbeds for emerging nology and also attracting representatives align their strategies to jointly target prom- technologies: from universities, associations, chambers of ising international technological and market industry and commerce and communities. developments. In this respect, innovative - Applied satellite navigation The events have explored miniaturization, business clusters as “local nodes of global - Biotechnology smart systems, applied satellite navigation, knowledge flows” are an important source of - Digital media & animation photonics, and mechatronics. The 2010 new insight and technological development. - Filament-based materials business cluster workshops will address fil- They enhance the innovativeness and com- - Logistics ament-based materials, digital audio-visual petitiveness of businesses, and thus have an - Mechatronics media, industrial biotechnology, environ- significant impact on regional growth and - Microsystem technology mental technologies, and logistics. Partici- social welfare. Hence, the Baden-Württem- - Photonics pants have estimated the open dialogue and berg Ministry of Economics has installed its - Security technologies the future oriented, sustainable approach of own department on business cluster policy - Environmental technologies the Ministry of Economics. This understand- and set up a cluster dialogue with regional ing has prompted the Baden-Württemberg stakeholders. In 2009, the Ministry present- The business cluster workshops are orga- Ministry of Economics to extend the worked its comprehensive business cluster strat- nized in association with regional and Euro- shops beyond 2010. egy. It detailed a three-pronged approach: pean partners supported by the Enterprise promote regional business clusters; build on Europe Network. They are also moderated by The workshops start with representatives of state-wide networks in key strategic “target the Steinbeis-Europa-Zentrum, one of more major companies (such as Carl Zeiss, Daim- areas”; support the internationalisation of than 550 partners in the same network. The ler, Robert Bosch and European Technology clusters. In fact, a German Federal Minis- workshops aim to make participants more Platforms) and other participants discussing try of Economics and Technology study re- aware of the strategic importance of future what the future holds for technology ap- vealed that regional competence networks developments in their field while providing plications in their field. Lina Albers, branch have plenty of work to do to become more a platform for innovation and technology manager at Enterprise Rhône-Alpes Inter- accessible to the international community. partnerships that will stand the test of time. national, also helped the group look beyond Baden-Württemberg in particular – Europe’s Together companies will identify global national borders in three of the workshops. number one “innovation region” – greatly technology trends and emerging markets Rhône-Alpes – one of Baden-Württemberg’s benefits from joint international research and turn these into regional opportunities. partners in the “Four Motors for Europe” al- Steinbeis | 23

The cluster event in Stuttgart for applied satellite navigation liance – resembles Baden-Württemberg in ous opportunities and risks have been dis- example, Peter Kersten, a director at Te- terms of business cluster activity, making cussed, as well as tangible actions that can lemotive, gave a speech on a new strate- the French region a feasible partner for a be taken to broaden Baden-Württemberg’s gic initiative designed to set standards in number of initiatives. As a next stage, vari- competitive edge over the long term. For e-mobility; the initiative emerged directly from the mechatronics experts network. The

A strong network for innovation in Europe: The network provides support with: workshops also witness the launch of many The Enterprise Europe Network Baden- • entry into new markets for SMEs: regional and international collaborations. To Württemberg SMEs can take advantage of services that coincide with the launch of the Micro-TEC Nearly 550 organizations and 4000 employees are tied to the European single market. These Südwest business excellence cluster, Mik- in over 44 countries are dedicated to promot- services cover financing, EU regulations, ing business development, especially among guidelines, and support opening up new rosystemtechnik Baden-Württemberg an- SMEs. The focus: support in helping to sharpen a markets. nounced it is to partner with the European company’s competitive edge and bolster Europe’s • innovation initiatives for SMEs: Technology Platform (EPOSS ) on Smart potential for innovation. Key services also ad- SMEs can learn about innovation-friendly dress ways for SMEs to open up new markets Systems Integration as well as Minalogic, a programmes and guidelines laid down by the and innovate, as well as assistance in applying to EU as well as specialized seminars centering French business cluster. European funding programmes. on innovation. Services also focus on one- One of ten partners in the Enterprise Europe Net- on-one consulting sessions with companies work Baden-Württemberg, the Steinbeis-Europa- looking to sharpen their competitive edge by Zentrum coordinates activities that promote engaging in joint ventures outside Germany. research, technology transfer, and innovation. • research cooperations within the 7th Euro- Handwerk International Baden-Württemberg pean Research Framework Programme: Prof. Dr. Norbert Höptner “synchronizes” the entire network of seven SMEs receive assistance to participate in the Dr. Petra Püchner Chambers of Commerce and Industry as well as 7th Framework programme and during the Dr. Björn Sautter the Baden-Württemberg Ministry of Economics. bidding process for European Commission Steinbeis-Europa-Zentrum This scope makes the network an excellent re- Stuttgart funds as well as establishing the partnerships source for companies, researchers, and scientists [email protected] they require. throughout Baden-Württemberg. www.stw.de  our experts 24 | Steinbeis

A Steinbeis study on the range of UHF metal transponders Are all metals created equal?

The Steinbeis My eBusiness Transfer Center faced this question when introducing radio-frequency identification (RFID) equipment at a leading manufacturer of cogeneration units for biogas plants. The company's warehouse stores over 2000 metallic parts for servicing and replacement. Using RFID technology, the company plans to reduce this inventory and switch to a stock-based warehousing system. But the reception range of the RFID transponders proved problematic due to the wide variety of metals. So the Steinbeis Transfer Center conducted a practical study to determine the reception ranges for different RFID systems and different metals.

Two of these approaches have been very successful: using the reflective qualities of the metal surface to boost the range, and placing the RFID transponder at a given distance from the metal surface to reduce dis- tortion. The shape and size of the transponder's antenna are also a major factor. And when using RFID transponders on a metal surface, it is important to test which RFID reader has the longest range for a given transponder. Commercial RFID readers have a wide range of antenna shapes, battery sizes and transmitting powers.

In the study, experts from the Steinbeis Transfer Center My eBusiness used hand- held RFID readers from a variety of manufacturers to detect a selection of metal- suitable RFID transponders of different shapes and sizes. The combined RFID systems were tested with nine different metals: titanium-coated steel, white lead, VA steel sheet/stainless steel, cast iron, aluminum, chrome-plated brass pipe, heavy-duty brass pipe, untreated iron and copper sheet.

The project team conducted the tests under realistic conditions, carrying out 10–15 readings for each RFID transponder in iden- tical conditions. The type of metal or alloy proved to be the most significant factor in A selection of RFID transponders these tests. The team of Steinbeis experts Using RFID transponders in a metallic en- special transponders compatible with metal was able to prove that highly magnetic vironment has a major drawback: their surfaces – so-called “on-metal transpon- metals had a considerable negative impact reception range is considerably reduced. ders”. The industry has developed a variety on RFID reception range. Consequently, un- As conventional RFID labels and wet/dry of possible solutions to this challenge in treated iron demonstrated the poorest av- inlays are unsuitable for use with metals, recent years. erage reception range of all tested metals. industrial enterprises have had to develop Aluminum, a lightweight, low-conductivity Steinbeis | 25

Titanium-coated steel

Copper sheet White lead

Untreated iron VA steel sheet/stainless steel

Heavy-duty brass pipe Cast iron

Chrome-plated Aluminum brass pipe

Maximum range of various RFID systems for selected metals, in cm.

metal, also fared poorly. As lead is diamag- for metal items, companies must consider

Using RFID transponders with metals netic and thus affects magnetic fields nega- which metals the system will be used for, tively, the reception range seen for lead was and which RFID reader-transponder combi- Possible solutions: slightly better than that for iron. However, nations offer the longest reception range. • Increase the distance between the RFID the conductivity of some metals – includ- transponder and the metal ing copper, stainless steel and brass – was This approach involves using “flag tags”, also seen to have a strong positive effect on which are folded along a particular edge reception range. In the case of the chrome- so that they are perpendicular to the metal plated brass pipe, the additional anti-ferro- surface. Foam tags use a similar principle: foam acts as a spacer between the tag and magnetic layer created by the chrome plat- the metal surface. Hard-case tags can also ing boosted this positive effect, increasing be used, in which the RFID chip is encased in reception range even further. a resilient plastic layer (PVC, epoxide or similar), which protects the chip from outside Using the optimum combination of RFID influences. reader and transponder, the project achieved • Insert a non-conducting layer between ranges of 210 to 400 centimeters for the the metal surface and the transponder different metals. Taking iron as an example, Some RFID tags use a non-conducting layer the team attained an average reception between the metal and transponder, which range of around 75 cm for all combina- shields the radio waves emitted by the tions of reader and transponder; the best transponder from the metal's reflecting and distorting effects. This can be achieved using reader-transponder combination resulted in a ferrite layer or a Liqualloy film. a maximum range of 230 cm. By pairing up the readers and transponders as best pos- • Compensate for distortions when designing the transponder sible, the team were able to “filter out” low ranges and small RFID transponders. The transponder can be designed so that Prof. Horst-Fritz Siller distortions caused by metallic surfaces are Norman Pelzl compensated and effectively eliminated (via This study demonstrates that metal surfac- Joachim Bethke coupling between the tag and the metal es no longer pose a problem to the use of Steinbeis Transfer Center My eBusiness surface). This even allows the metal surface RFID technology in industry. Different types Heilbronn to boost the tag's reception range. [email protected] of metal have different reception ranges. www.stw.de  our experts When planning to introduce RFID systems 26 | Steinbeis

Leadership seminar with horse sense Horsepower for managers

The connection between leadership skills and horsepower may not be immediately obvious. But strike up a conversation with Heike Felbecker-Janho and Martina Zambelli, managers at the Steinbeis Consulting Center for Human Resources and Personality Development and you’ll soon see how horses can test a manager’s leadership skills. “Unlike employees, horses respond to the manager's personality, not to their titles or positions,” Felbecker-Janho explains. “Leading horses can be trusted, they’re reliable, gain respect, make clear decisions, know what they want, and are unfeigned. By handling horses, managers can learn these qualities for their own leadership tasks within the company.”

The experts at the Steinbeis Con- “horse activity” seminar, supervised closely sulting Center in Korntal-Münchin- throughout. gen, Germany, have been offering consultation and development The contrast with “regular” management courses for companies, teams, training was apparent from the very begin- managers, project managers, junior ning: bursting with anticipation, the partici- managers, and individuals since pants met on hay bales in a field on a sunny 2007. One of their specialties: ac- morning. The aim of the first day was to ex- tivities involving horses – their plore leadership individually. As the horses “horsepower seminars” (Seminare were introduced to the humans (and vice mit PS). They are surprisingly effec- versa), the coaches gathered first impres- tive and provide lasting results. sions of the participants. These impressions were then used to fine-tune exercises and The management team at a medi- levels of difficulty (for example: which hors- um-sized IT company signed up for es should work with whom). At first, some a seminar and confirmed just how participants felt insecure or afraid of hand effective the approach is. When ling the unfamiliar, large animals. The Stein- they went on the course, the eight beis consultants were there to lend support: managers in the group were mostly there is a close link between leadership and new to management, worked inter- trust. nationally and each was responsible for their own multicultural After this introductory phase, it was time to team. Their bosses had clear goals start taking leadership. Team leader Jan for the seminar: build on manage- started with a horse named Lucky. After a ment skills, individually and as a few meters, instead of following the leader, group, focusing on questions such Lucky began munching the lush grass at the as “What’s the best way to lead my edge of the riding area. Christel Buwitt, the team?” and “What’s the best way to “horse whisperer” among the instructors, lead the department together?” An called out: “Jan, you’re the boss. What do additional objective was for the you do next?” Jan tugged at the reins and group to “merge” as a team. The pulled Lucky away from the grass. “Not too Steinbeis experts suggested a tai- hard, not too abruptly – and look, he under- lor-made approach, based on their stands you. Can you feel it?” Christel asked. competences and years of experi- “Now keep the contact going, he’ll follow ence with development processes you.” Jan beamed. When they reviewed the for employees, teams and organi- video, he could identify the exact moment zations. The result: a two-day he “lost” Lucky. But could Jan transfer this to Steinbeis | 27

his job? How could he make sure he keeps "contact" with his team? Together with the Steinbeis coaches, Jan explored these questions further. Later, he discovered that another horse, Paschou, had to be walked differently. Increasingly, the participants gained in confidence during exercises and dared to follow their intuition. And it was a steep learning curve.

The first day in the field drew to a close with a buffet, a campfire and guitar music. The following morning started with a review of the previous day’s events. Some participants had already started mulling over their impressions and experiences and had written them down. Steinbeis staff logged their insights to ensure they could be translated into everyday business.

The topic on the second day was leadership Photos: Prof. Dr.-Ing. Gerd Siegmund as a group. At first, they were unable to solve the first group task with the horses as they the task as quickly as possible. Some stopped ten including the department head and the were not yet accustomed to working in this thinking about interactions within and be- managing director, led to further goal-ori- way. Everyone tried solving their own part of tween the groups. But many of the insights ented changes. The participants and senior gained in the first exercise were applied to managers were extremely satisfied with both the following ones. Gradually, the partici- the seminar and the coaching results. Horsepower for managers – How the semi- pants learned to coordinate better, make nar works: plans as a group and keep an eye on the big- • A horse responds immediately and instinctively. Participants receive intense, ger picture. The instructors provided plenty appreciative and honest feedback, discover of feedback, to each individual and to the unconscious behavior, and have an opportu- group. And conflicts were solved. Everyone nity to practice new behaviors. was happy – if not relieved – when the team • Participants take home lasting impressions successfully completed the difficult final that translate lessons learned into new emotional responses which can be applied to task on the first attempt. Participants real- the workplace. ized how important it is to “pull together” as • Observation and perception skills are honed. a team for the department to succeed. • Participants dive into a foreign “culture” – an entirely new world where many routine solu- Six weeks after the seminar, the follow-up tions no longer work. They learn to handle coaching process began and Steinbeis’s new situations more confidently. Martina Zambelli visited the client for two • Participants become more self-aware and relaxed, outdoors and with the animals. days. This follow-up is crucial for clients and instructors, as some aspects of the seminar • Participants develop their intuition and learn to trust it more. only start to take effect several weeks later. This gives rise to new questions. Each par- • Parallels are drawn between horses in the Heike Felbecker-Janho herd and organizations and companies. ticipant was given individual coaching to Steinbeis Consulting Center for Human These can then be applied to participants’ discuss where they stand, lessons learned, Resources and Personality Development work context. Korntal-Münchingen which lessons they had implemented so far, [email protected] During all seminars, the participants only guide any unanswered questions, and possible the horses on a lead. No riding takes place. www.stw.de  our experts next steps. Additional group discussions, of- 28 | Steinbeis

NTG audits: easing access to financial backing Adding certainty to investment decisions

After the global financial market crisis, the economic framework has shifted worldwide. Hard times have hit the real economy, now making it all the more important to ensure business is supplied with fresh capital – to keep healthy companies up and running, but especially to support small and medium-sized companies. As well as providing a useful tool to estimate credit risk, NTG audits should always be called on to assess the potential of technology, markets and patents.

proposal to an all-encompassing market, customer and competition analysis. There is also the option of evaluating technological trade mark rights. The TIB Transfer Center can call on a pool of 1300 experts to work on any given project from the Steinbeis Net- work, Fraunhofer Institutes, universities and consulting engineers. As the network is con- tinually expanding and renewing itself, expertise can be provided on completely new topics.

To show how the NTG audit system works in practice, take the example of a medium- sized family-run automotive supplier with 50 employees, specialized in the manufac- ture of intelligent braking systems for trucks. Following a dip in market demand for commercial vehicles, company turnover slumped severely, forcing the company to turn to new areas of business. To develop a braking system for cars and enter the market, the Photo: © istockphoto.com/kzenon company needs around five million euros.

The German network for market and tech- Financing fledgling, small and medium-sized Discussions with potential investors lead nology audits (NTG) was established on be- business, or technological innovations, is a nowhere; the owner-manager is typically half of the German Giro and Savings Bank major risk to financial backers who normally told that investments are much too risky at Association (DSGV). Members of the Ger- have little security to speak of. The decision the moment and the technological standard man savings bank organization have already to provide investment therefore has to be of the braking system is difficult to assess. been able to use the NTG to assess financial carefully weighed up and covered for. Un- The firm’s financial advisor at the bank says backing options since 1996. Since 2005, it der such circumstances, the backer and the that backing could be provided if the com- has been open to all clients. It is based on borrower can call on the network for market pany were to provide a thorough and impar- a modular auditing system only available and technology audits, or NTG, at the Stein- tial expert report. The owner-manager then through the Mannheim-based Steinbeis beis TIB Transfer Center. invites the TIB Steinbeis Transfer Center to Transfer Center for Technology Evalua- write an audit. A suitable expert is called in tion and Innovation Consulting (TIB). The The TIB audit system is based on a variety to supervise the entire auditing process. The TIB uses the audit to assess the market and of groups of questions, which can be used manager of the automotive supplier is given technology-based opportunities and threats on a pick and mix basis to match customer the completed report, which is subsequently of products and technology and the feasibil- requirements. Thus, an audit could take the forwarded to the potential backer. ity of introduction. form of a short assessment of a funding Steinbeis | 29

The auditor’s expertise helps everyone in- number of defaulters on loans and grow- volved in the process as it clearly highlights ing restrictions on the issuing of credit. As weak links in previous planning. The recom- a result, competition among companies for mendations make it possible to adjust plan- increasingly scarce funding will intensify. ning. The financial advisor at the bank can now use the impartial audit as a carefully The NTG audit system offered by the Steinbeis considered assessment of the investment TIB Transfer Center makes it easier to assess project. In the end, this medium-sized en- investment risks and eliminate weaknesses terprise did indeed receive the funding it in business plans earlier in the process, thus required. paving the way for financial backing.

According to a study carried out by banking group KFW in February 2010, businesses Michael See Jens Kannengießer are likely to find credit tight this year. This Steinbeis Transfer Center for Technology is partly caused by a surge in demand for Evaluation and Innovation Consulting (TIB) credit because of the increased level of pro- Mannheim [email protected] duction and investment activity. In contrast, www.stw.de  our experts banks are being more hesitant, given the

New Steinbeis Enterprises STI Design, Management and Technology, Steinbeis Consulting Services Ltd., Ankara Schwäbisch Hall Directors: Tamer Öztin Abbreviations: Directors: Dipl.-Verw.Wiss. Thomas Hilbert Melih Aral SCC: Steinbeis Consulting Center Dipl.-Ing. (BA) Walter Beck, MBA SRC: Steinbeis Research Center STC Hybrid Drive Technology and Simulation SIC: Steinbeis Innovation Center STI Convergence Management, Berlin Technology, Köln STI: Steinbeis Transfer Institute Directors: Prof. Dr. Frank Keuper Director: Dipl.-Ing. Gunnar Lerch Dipl.-Betriebswirt (BA) Carsten Rasner STC: Steinbeis Transfer Center STI Culture Transfer, Stuttgart STI Excellence of Management and Innovation The following Steinbeis Enterprises have been Directors: Prof. Cordula Beelitz-Frank Intelligence (EMII), Filderstadt founded as of end of November 2009: Prof. Heidemarie Kurtscheid Directors: Dipl.-Ing. (BA) Walter Beck, MBA Steinbeis Transferzentren GmbH an der Hoch- Dipl.-Ökonom Vassili Toropov STI Culture Management, Stuttgart schule Ulm, Ulm Dipl.-Oec. Constantin Pivovarov, MBA Director: Ute Schüler, M. A. Director: Dipl.-Wirt.-Ing. August Musch STI Business, Engineering and Technology – SCC Corporate Development & Innovation, Bulgaria, Filderstadt SRC Applied Research in Power Electronics, Weilrod Directors: Dipl.-Ing. (BA) Walter Beck, MBA Rostock Director: Dipl.-Ing. (FH) Erna Marie Busch Prof. Dr.-Ing. Florin Ionescu Director: Prof. Dr.-Ing. Hans-Günter Eckel Prof. Dr.-Ing. Kostadin Kostadinov STC Applied Tourism and Regional Research, SCC Electromobility and Drive Engineering, STI Institute for Integrative and Transcultural Greifswald Gerlingen Asian Medicine, Berlin Director: Prof. Dr. Monika Rulle Director: Prof. Dr.-Ing. Nejila Parspour Director: Sonja Maric, M. A. STC Medical Sensor Technology, Measuring and STC Vegetable Waste Treatment Technology STC Material Technology, Tuttlingen Signal Processing, Ilmenau and Sustainability, Weingarten Director: Prof. Dr. Haid Mozaffari-Jovein Director: Prof. Dr.-Ing. habil. Peter Husar Directors: Prof. Dr. Georg Nuoffer-Wagner SCC Transport and Logistics, Flein STI GSA Professional Speaker, Berlin Dipl.-Ing. (FH) Timur Elmas Director: Prof. Dr. Dirk Lohre Director: Markus Hofmann SIC Center for Systems Biomedicine, Falkensee 15 Talents SIBE GmbH, Herrenberg STC Optical Measuring and Automatic Optical Director: Prof. Dr. Thomas Meyer Director: Dipl.-Verwaltungswirtin (FH) Inspection, Rottendorf SCC Advanced Web Technology, Stuttgart Bettina Rominger, MBA Director: Prof. Dr. Gunther Bohn Director: Prof. Dr.-Ing. Peter Thies STC Safety and Security Engineering, SCC Innovations Management and Know-How Unterkirnach STI Projectdesign/Networked Cultural Work, Transfer NORD, Hamburg Director: Prof. Dr.-Ing. Ulrich Weber Stuttgart Directors: Betriebswirt (VWA) Christopher Scharf Director: Dipl.-Kulturgestalterin STI Training and Diagnostics of Suitability, Dipl.-Kfm. Dorian Scharf Stefanie Seiz-Kupferer Filderstadt Dipl.-Ing. Hans Protschka Directors: Dipl.-Ing. (BA) Carsten Stehle Dipl.-Betriebswirt (BA) Gunther Wemmer 30 | Steinbeis +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++ Steinbeis | 31

Patented piston system for monobloc aluminum aerosol cans Get pumped!

Aerosol cans are part of modern life and indispensable for many applications: from industrial chemicals to premium fragrances. Single-chamber cans, where the payload, or liquid, comes into direct contact with the propellant, are the most commonly used variant. However, there is strong demand for dual-chamber cans, which separate the liquid from the propellant. The patented ZIMA piston system addresses this need, using a plastic piston in the aerosol can. The Steinbeis Transfer Center for Site Management and Business Development provides marketing support for the patent.

uct and ensures almost can industry. The Steinbeis experts are also every last drop of the approaching end clients directly across a va- liquid can be dispensed. riety of sectors. Because the piston creates such a tight seal, it The new piston forms make it possible to is also ideal for spraying adapt this system to all types of cans and liquids with very low or can-based systems on the market. The injec- very high viscosity. tion molding process meets all prevailing technical requirements. Various locations in The Steinbeis Transfer Baden-Württemberg and Hungary are being Center for Site Man- examined as potential production sites. The agement and Business piston can be manufactured from all con- Development in Bad ventional injection moldable plastics and Krozingen, Germany, is can be used to dispense a wide range of developing a corporate substances. strategy for manufacturing and marketing The ZIMA system is also ground-breaking the patented ZIMA pis- in environmental terms as it avoids more ton. The strategic focus harmful propellants. Air is normally used as is twofold: 1) Cost-effi- the “propellant”, making it much easier to cient production of the meet environmental requirements. various piston variants to certified standards, 2) Aerosol cans with plastic pistons Multi-stage marketing plans, down to individ- After years of development and testing, the ual sales channels. By referring to carefully piston system can now be used for a wide matched key indicators and business reports, range of applications. At the center of this managers gain a precise, real-time overview innovative system is a plastic piston, which of actuals versus targets. The benchmarks separates the liquid from the propellant. were based on the online version of the First, the liquid is filled into the top part of Steinbeis Balanced Scorecard developed at the can and the spray valves seal the can. the Steinbeis Transfer Center for Site Man- Next, the propellant – sometimes nothing agement and Business Development. With Dr. Wilhelm Peters Robert Zima more than air – is compressed into the bot- each deviation, counteractive measures can Steinbeis Transfer Center for Site tom section through a base valve. The pat- be taken quickly. Management and Business Development ented swallowtail shape of the ZIMA piston Bad Krozingen [email protected] forms a permanent seal, guarantees stable Potentially, the piston system could be mar- www.stw.de  our experts pressure throughout the life of the prod- keted through all companies in the aerosol +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++ Steinbeis | 31

The 2009 winners go on tour in California Youth Start-Ups head to Silicon Valley

A trip to Silicon Valley – the prize that awaits every winning team in the nationwide Youth Start-Ups school competition. The prize is sponsored by Steinbeis. The 2009 winning team pulled ahead from over 4500 participants throughout Germany with an exceptional business plan and a demonstra- tion of true entrepreneurial spirit in moving the economy forward. The four high school graduates’ winning idea: the launch of a company to produce innovative shock absorbers called PiezoPower ShockAbsorber. The absorbers would be based on piezo-electric elements to convert energy created by pressure into electricity.

The final presentations were judged by a jury of 14 hand-selected experts from universities, banking institutions and industry. There were ten teams of finalists at the investors’ trade fair in Wolfsburg. Ultimately, it was the professional touch and impressive cutaway model of its product idea that prompted the jury to select the PiezoPowerProducts team.

Dr. Nils Högsdal, managing director of TATA Interactive Systems, made all of the travel arrangements, so it was only fitting that he should accompany the winning Youth Start- Ups team on their tour of fascinating people and companies. The team had a full agenda, visiting Alcatraz, the former maximum-security prison, eating at the legendary Hard Rock Café in San Francisco, walking across the Golden Gate Bridge and along the Walk of Fame in Los Angeles, and visiting Hearst The winning Youth Start-Ups team for 2009 and its chaperones in Silicon Valley Castle, the fanciful palace of media mogul William Randolph Hearst. sharp American minds is up to. Then there a place only a handful of people see every was a tour of the Intel museum followed year – the Valhalla of automotive designers, While visiting Detecon, a corporate con- by a visit to another start-up, Talenthouse, the VW design studio in Santa Monica. It’s sulting company, the young entrepreneurs a platform for young artists of every stripe. also known as the “delivery room” for VW spoke with Dr. Eric Dulkeith, who shared his And what a surprise! The group bumped into prototypes. The team went on a guided tour insight on the success of Apple, what lies a member of the 2006 Youth Start-Ups win- with Jae S. Min and Christoph Brockschmidt, ahead for the home telephone, and what’s ning team – who is now in California on an two of VW’s chief designers, and even got a hot today and tomorrow, courtesy of the internship! Visits to BPWorks (online work- glimpse of some new concept cars. company’s “trend radar”. Tesla Motors, the spaces and wikis), Force for the Future (busi- first company to go into serial production ness consulting geared to start-ups), Mochi on 100 % electric cars, gave the up-and- Media (an Internet platform) and chats with coming entrepreneurs an exclusive tour of Andrej Nabergoj (angel investor and COO Birgit Metzbaur their premises – complete with a “test sit” in of Noovo) gave the Youth Start-Ups team Steinbeis Transfer Center Business one of their electrically-powered roadsters. plenty of exciting food for thought. Development Pforzheim [email protected] An excursion to Stanford University provid- The icing on the cake: On the last day of www.stw.de  our experts ed a glimpse of what the next generation of their trip to the US, the team were let in to 32 | Steinbeis +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++Ne w s +++

New releases from Steinbeis-Edition

Reading – Learning – Understanding Steinbeis-Edition publishes works mirroring the scope of the Steinbeis Network expertise. All titles can be easily ordered via our online shop, at www.steinbeis-edition.de.

The Transfer Documentation Reports (TDR) than one processor) as well as program- commissioned by the security body Sicher- series features these new additions: controlled analyses of light distributors. heitsforum Baden-Württemberg and the results were compiled jointly by the Ferdinand- Protection models and a 6th Business Intelligence Symposium: Sta- Steinbeis-Institut and the School of shared belief in security tus Quo – Opportunities and Challenges Governance, Risk & Compliance at the Stein- (Sicherungskultur und (6. Symposium Business Intelligence: Sta- beis University Berlin. Research-driven es- Schutzkonzepte) tus Quo – Chancen und Herausforderun- tablishments are particularly at risk, but in Joachim Lindner gen) reality, any company could be affected – a ISBN 978-3-941417-23-6 Institut für Business Intelligence (Publ.) risk that is still greatly underestimated. Even (German) ISBN 978-3-941417-19-9 (German) worse: Many companies are insufficiently in- Awareness in the security formed about the ways to shield their infor- sector (Awareness im Sicherheitsbereich) Business intelligence (BI) mation. A particular highlight of this study: Astrid Loos continues to evolve into a an evaluation of instances resulting in dam- ISBN 978-3-941417-24-3 (German) key success factor for stra- age. The book provides telling insights into tegic corporate managers the cost of infringement and espionage as CAx series – Volume 2 with one eye on the hori- well as how the crimes were committed. The Optic simulation – Automatic waveguide de- zon. To track developments, study is accompanied by a separate publica- sign with LucidShape the Institute for Business Intelligence (IBI) tion (ISBN 978-3-941417-21-2) on what to (CAx Schriftenreihe – Band 2 examines the current status once a year. do, whom to turn to, and networks with more Optik Simulation – Automatische Lichtleiter- information on how to stop intellectual auslegung mit LucidShape) Hosted by the IBI, the Business Intelligence property theft. Thomas Andres – Status Quo: Opportunities and Challenges Alexander von Hoffmann (Publ.) symposium is a chance to share experiences. Re-released! ISBN 978-3-941417-14-4 (German) Users, manufacturers, and representatives Dorf Komm+ of higher education connect and discuss Invigorating communities in less space Engineers working on ve- current BI issues. The symposium’s themes (Dörfer beleben – Flächen sparen) hicle lighting need to be are also captured in the annual conference LEADER+ Aktionsgruppe Hohenlohe-Tauber proficient with CAx appli- proceedings. The latest symposium was held Ingenieurbüro Klärle (Publ.) cations. CAx skills allow in December 2009 and addressed the added ISBN 978-3-941417-02-1 (German) engineers to quickly evalu- value of BI, the state of BI today, current de- ate and make changes at velopments, and best practice at companies The book is a collection of 18 plans for com- any point during the development process. actively using BI. munities in the Hohenlohe-Tauber area of As a complement to the software manufac- Germany. Experience and insight from indi- turers’ manuals, the CAx series is designed SiFo Study 2009/10 – Protecting vidual studies are reformulated into recom- to help readers quickly get the hang of each Know-how in Baden-Württemberg mendations and strategies for communities CAx application through real-world projects. (SiFo-Studie 2009/10 – Know-how- that want to plan for the future. These ideas Drawing on the example of an optimization Schutz in Baden-Württemberg) look at multiple aspects of life and map out algorithm for waveguides, the second vol- Sicherheitsforum Baden-Württemberg (Publ.) sustainable growth. ume of this series illustrates how the macros ISBN 978-3-941417-20-5 (German) for LucidShape (the light simulation soft- Yvonne Hübner ware) are programmed. The work focuses on A study entitled “SiFo Study 2009/10 – Pro- Steinbeis-Edition various waveguide principles, syntax, data tecting Know-how in Baden-Württemberg” Stuttgart [email protected] types, automated descriptive geometry, the reveals the true threat posed by copyright www.steinbeis-edition.de execution of simulations (supported by more infringement and espionage. The study was Publication details

Transfer. The Steinbeis magazine The magazine for Steinbeis Network employees and customers Edition 1/2010 ISSN 1864-1768 (Print)

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The author of each article is responsible for the content. The views and opinions expressed in the articles do not necessarily reflect the views and opinions of the editors.

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Photos and images: Unless stated otherwise, photos and images were provided by Steinbeis Enterprises and project partners named in this magazine. cover image: andreas F./photocase.com

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