13TH INTERNATIONAL SCIENCE- TO-BUSINESS MARKETING CONFERENCE Cross Organizational Value Creation Conference Proceedings of the 13th International Science-to- Business Marketing Conference on Cross Organizational Value Creation 2014 Science-to-Business Marketing Conference Winterthur, Switzerland June 2-4, 2014 1 Conference Proceedings of the 13th International Science-to-Business Marketing Conference on Cross Organizational Value Creation © Fachhochschule Münster, 2014 ISBN 978-3-938137-57-4 ALL RIGHTS RESERVED. This book contains material protected under International and Federal Copyright Laws and Treaties. Any unauthorized reprint or use of this mate- rial is prohibited. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without express written permission from the author of the specific chapter. 2 Table Of Content Thomas Baaken, Frank Hannich Foreword ...................................................................................................... 6 Andreas Ninck Design Thinking – Roadmap to Epiphany? ................................................... 8 Francisco M. Martínez-Verdú, Valentín Viqueira, Esther Perales, Elisabet Chorro Design of the MSc Degree in Colour Technology for the Automotive Sector? .................................................................................... 17 Mirka Leino, Kari Laine University Industry Interaction Best Practice Model for Partnership ............ 30 Daniel Campos Caramori, Luciana Morilas Business Models for Language Courses for Foreigners: a Case on Brazilian Universities .................................................................................. 44 Andréa Sekeff, Araken Lima, Patrícia Peralta Small Business Innovate in Beauty and Personal Care Sector in Brazil ....... 63 Minna Isomursu, Arto Wallin, Martin Jaekel Supporting Networked Innovation Projects in Developing Market-oriented Solutions – the Case of an EU Collaborative Innovation Programme ................................................................................ 76 Sandro Graf, Bettina Gehring, Corinne Scherrer, Nina Hänsli How to Change Payment Behaviour: A Mixed Methods Approach ............. 85 Andrzej H. Jasinski A Public Science Product Needs Proper Marketing:Polish Experiences and Challenges ...................................................................... 103 Emese Pupek Universities as Incubators of Creative Talents ........................................... 119 René Rüttimann, Yongshan Leung China and Europe - Regional Differences in the Value Chain of Small Medium Enterprises ........................................................................ 133 3 Wolfgang Gerstlberger, Tobias Kesting Knowledge and Technology Transfer as an Enabling Element of 100% Renewable Energy Regions ....................................................................... 144 Paulo Brito Moreira de Azevedo, Yuri Basile Tukoff-Guimarães IPT’S Quick & Dirty Economic Valuation Method: An Emperical Test on Three Cases .................................................................................. 159 Imran Ali, Muhammad Younis Company Identification, Emotional Attachment and Investor Behavior ...................................................................................... 167 Szabolcs Prónay, Norbert Buzás The Role of Partnership in Science to Business Marketing ........................ 179 Anna Sadecka Creation of Cross-Organisational Values in the Educational Project EM A2 Sigma ........................................................................................... 189 Siems, Papen, Hütten, Niemand, Walcher, Antons, Bürgermeister, Feher, Pich, Vogt Managing Relationships in Interdisciplinary Research Projects – The HoQ Experience ................................................................................. 202 Jürgen Spielberger, Markus Baertschi-Rusch, Marion Mürner, Gerald Perellano, Raimond Wüst Rapid Development of ICT Business Services by Business Engineers Independent of Computer Scientists .......................................................... 212 Markus Erbach The Identity Matching Concept: a collaborative planning infrastructure for integrating communication content ...................................................... 225 Yves Pauchard, Philipp Ackermann Visual eHealth – An ICT Innovation and Dissemination Strategy to Improve our Well-Being ........................................................................... 241 Michael Krause Getting to the TOP (Training-on-the-Project): Strengthening the Collaboration between Science and Business ............................................ 250 Christoph Heitz, Stephan Bütikofer, Marcel Dettling Customers as Investment Objects – a New Perspective on Marketing ........ 257 4 Angelo Corallo, Fabrizio Errico, Salvatore Patera, Rossana Bray Innovars: A path for building and cultivating a learning community .......... 272 Doris Weitlaner, Hans-Peter Grahsl, Patrick Schweighofer Evaluating Services and Associated Business Models Using a Multi-Tier Framework .............................................................................. 282 Anders Schatzmann, Christoph Heitz, Thomas Münch Churn prediction based on text mining and CRM data analysis ................. 296 Vytautas Juscius, Donatas Jonikas Measuring Value Created Through Corporate Social Responsibility in Value Creation Chain ................................................................................ 311 Patrick Link, Michael Lewrick Agile Methods in a New Area of Innovation Management ........................ 321 Thomas Eggel and Michael Reinhold Second Generation Recommendation Engines in a SME B2B Context: A Case Study .............................................................................. 338 Igor Rozhdestvenskiy, Eugenia Barchenko University Science and Innovation Business: a Case of Successful Russian Business Incubator ....................................................................... 346 Bettina Minder, A. Heidemann Lassen Designer and Cross-Organisational Innovation – A Provisional Structuralisation .................................................................. 356 Alexander Tsigkas, Evangelia Fasoula A Method for Design Thinking .................................................................. 376 Roger Seiler, Linda Miesler, Jürg Hari A Marketing Research Tool for Conducting Online Experiments in University-Industry Relationships (UIR) ................................................... 387 Kristina Tool Overcoming Barriers to Successful Implementation of the Design Thinking Process........ ............................................................................... 401 5 Foreword With the increasing need of higher education institutions for external financing and the creation of large research funding schemes, such as Horizon2020, there as a high de- mand for research on cross-organizational cooperation. In light of this challenge, the 13th Science-to-Business Marketing Conference on Cross Organizational Value Crea- tion, organised by the Science-to-Business Marketing Research Centre and Zurich Uni- versity of Applied Sciences (ZHAW) has taken place. The conference brought together stakeholders in the fields of knowledge transfer, science-to-business marketing, design thinking, joint value creation and start-ups and spin-offs. The conference created oppor- tunities for researchers and practitioners alike by supporting the sharing of experiences, thoughts and knowledge on the conference sub-themes. The papers presented in this book are a reflection of this conference and provide readers with new insight in a wide variety of current research and practice. Also highlighting different perspectives, approaches and findings. As the chairs of the Science-to-Business Marketing Research conference we would like to thank scientific and practitioners committee that supported the conference and made it a success: Scientific Committee • Dr. Foteini Asderaki • Dr. Anne-Laure Mention • Dr. Bettina Beurer-Züllig • Dr. Linda Miesler • Prof. Dr. Gian-Luca Bona • Dr. Adrian Müller • Dr. Oliver Christ • Dr. Steffen Müller • Prof. Dr. Philippe Dugerdil • Dr. Carolin Plewa • Prof. Dr. Thomas Friedli • Prof. Dr. Markus Prandini • Prof. Dr. Wolfgang Gerstlberger • Prof. Dr. Klaus Sailer • Prof. Dr. Jürg Hari • Dr. Alexander Schagen • Dr. René Hausammann • Prof. Dr. Florian Siems • Prof. Dr. Christoph Heitz • Dr. Heinrich Stülpnagel • Prof. Dr. Andrzej Jasinski • Dr. Roger Seiler • Dr. Tobias Kesting • Prof. Dr. George Tovstiga • Adj.Prof. Dr. Matti Lähdeniemi • Prof. Dr. Fred van den Anker • Dr. Kari Laine • Prof. Dr. Peter van der Sijde • Prof. Dr. Gideon Maas • Dr. Ernst Van Gent Van Bem- • Dr. Teresa Mandl melen 6 Practitioners Committee • Annette Bamert • Guido Müller • Todd Davey • Peter Qvist-Sorensen • Gabriele Dobenecker • Vanja Rangus • Antonio Dottore • Alfonso Rodriguez • Greg Macpherson • Marta Ysern • Jürg Meierhofer • Dr. Clive Winters • Dr. Peter Mogyorosi We would also like to thank all conference partners for supporting and promoting the conference and its topic : IM+io , Enterprise Europe Network, Swiss Institute of Service Science (SISS), EMPA, EUresearch and the Commission for Technology and Innova- tion (CTI). Finally, we would like to thank all presenters for sharing their latest research, ideas, and practical experiences. Without their input and efforts this conference would not have been possible.