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Event program

The program provisionally consists of the following:
  • Thought leaders from this field as keynote speakers
  • Parallel tracks
  • Workshops
  • Open discussion panels
  • Many breaks to facilitate networking
  • Social activities

MONDAY, JUNE 2 (Pre-conference Day)

Activity Time

Swiss Science Center Technorama

Visit the Swiss Science Center Technorama and get carried away in the amazing world of science – a true feast for all your senses

Workshop "The UBC Ecosystem - Describing University-Business Cooperation (UBC)"

Engage in a workshop on the University-Business Cooperation Ecosystem at the Technopark Winterthur

Site visit at Empa

The site visit will give an overview of Empa’s key research areas through a number of lab visits as well as insight to Empa’s holistic approach of knowledge and technology transfer.

Trip to Mount Säntis

Take a trip to mount Säntis, the highest mountain in the Alpstein massif of northeastern Switzerland

14:00 - 18:00
Pre-conference get together
Join us on a local pub tour!

from 20:00 onwards

TUESDAY, JUNE 3 (1st Conference Day)

Activity Time
Conference registration and warm-up coffee 08:30 - 09:00
Welcome address
Brian Rüeger
Director of the Institute for Marketing Management (ZHAW)

Welcome address
Professor Thomas Baaken
Director of the Science-to-Business Marketing Research Centre)

Keynote speech
Professor Oliver Gassmann
Professor of Technology and Innovation Management, University of St. Gallen, Switzerland

Keynote speech
Dr. Andy Polaine
Service and Experience Design Consultant, Writer, Educator

Keynote speech
Dr. Matthias Kaiserswerth
Director of the IBM Research Laboratory, Zurich, Switzerland

09:00 - 10:45
Coffee break 10:45 - 11:15
Track session:
Knowledge Networks & Knowledge Transfer

Emese Pupek
How Can Universities Be The Incubators Of Creative Talents?

Nisha Korff
Hanse Business reloaded

Christoph Koeller
Social Sciences And Humanities – Creating Impact In The Innovation Value Chain

Paulo Brito Moreira de Azevedo
IPT'S “Quick&Dirty” Technology Valuation Model: An Empirical Analysis On The Mettalurgical Industry
Track session:
Design Thinking

Alexander Tsigkas
A Method For Design Thinking

Kristina Tool
Overcoming Barriers To Successful Implementation Of The Design Thinking Process

Bettina Minder
Design And Innovation – A Provisional Model

Teodora Lazarova
Design Thinking And Decision-Making Process As Strategic Tools For Innovation
Workshop "Making transnational partnering innovation work"


Workshop "Science-to-Business Marketing revisited - identifying market potential and business opportunities"

Science-to-Business Marketing Research Centre

Workshop "The power of service design for business"

Swiss Institute of Service Science

11:15 - 12:45
Lunch break 12:45 - 14:00
Track session:
University-Business Cooperation

Johann Bronstein Bejarano
Fostering University-Industry Cooperation And Regional Development: A Case Study Of The Innovation Incubator At Leuphana University Of Lüneburg

Josué Cortés-Zárate
Channels Of Knowledge And Technology Transfer Between Universities And Industry In Mexico

Kari Laine
University Networks Value Creation of Knowledge Transfer in Enterprise Clusters

Hammadi Ayadi
Lack Of Coordination Between Employment University And Industry Policies In Tunisia.
Track session:
Marketing Management

Markus Erbach
The Identity Matching Concept: A Collaborative Planning-Infrastructure To Integrate And Match Communication Content.

Anders Schatzmann
Using Text Mining For Churn Prediction

Chinedum Nduka
The Psychology Of Critical Incident Technique[CIT] On Brand-Switching: A Banking Sector Review.

Christoph Heitz
Customers As Investment Objects – A New Perspective On Marketing
Workshop "Collaborative research - Learning through participatory scenarios"

ZHAW Center for Entrepreneurship and Innovation

Track session:
ICT Tools in and for Experiments and Product/Service Development

Roger Seiler
A Marketing Research Tool for Conducting Online Experiments in University-Industry Relationships (UIR)

Robert Viseur
Web API: an Effective Tool for Co-creation in ICT Sector

Yves Pauchard
Visual eHealth – An ICT Innovation And Dissemination Strategy To Improve Our Well-Being

Jürgen Spielberger
Rapid Development of ICT Business Services by Business Analysts Independent of Computer Scientists
Workshop "Design Thinking - Show, don't tell"

Bern University of Applied Sciences

14:00 - 15:30
Coffee break 15:30 - 16:00
Track session:
Students and Education in University-Business Cooperation

Kari Laine
University Industry Interaction Best Practice Model For Partnership

Anna Sadecka
Creation Of Cross-Organizational Values In The Educational Project Em A2 Sigma

Francisco Miguel Martínez-Verdú
Design Of The Msc Degree In Color Technology For The Automotive Sector
Track session:
Design Thinking

Dovilė Gaižauskienė
Design Thinking For Education: Case Of Design Study Programme At Kauno Kolegija

Ana Daniel
Fostering Entrepreneurial Mindset Using Design Thinking Approach In Entrepreneurship Education

Andreas Ninck
Design Thinking – Roadmap To Epiphany?
Track session:
Fostering Innovation & Entrepreneurship

Tibor Dőry
How University Start-Up Support Schemes Could Be Improved By External Evaluation

Henriette Schoen
Impact Of Business Incubation In The Innovation Ecosystems: Agent-Based Computational Models And Experiences In Central Florida

Sue Rossano
Academic Intrapreneurship as an Antecedent for Academic Entrepreneurship

Track session:
Marketing & Management Research: Models and practice examples

Nina Hänsli
Behavioural Economics - A Field Experiment Based On A Behaviour Change Model

Donatas Jonikas
Measuring Value Created Through Corporate Social Responsibility In Value Creation Chain

Lech Kurklinski
Bank Risk Management – The Role Of National Culture Of Foreign Investors. Case Of Poland
  16:00 - 17:00
Open discussion panel 17:00 - 18:00
Transfer to Dinner location

Wine and chocolate reception

Gala dinner at Europe’s largest waterfall


The gala dinner will be held at the Schloss Laufen. This heritage castle, offering possibly the finest view of the Rhine Falls, Europe’s largest waterfall, will play host to the participants on the evening of June 3!
18:00 - 24:00

WEDNESDAY, JUNE 4 (2nd Conference Day)

Activity Time
Warm-up coffee 08:45 - 09:15
Keynote speech
Professor Thomas Baaken
Director of the Science-to-Business Marketing Research Centre, Germany

Keynote speech
Professor Georges Haour
Professor of Technology and Innovation Management, IMD, Switzerland

followed by a panel discussion
09:15 - 10:45
Coffee break 10:45 - 11:15
Track session:
Science-to-Business Marketing

Szabolcs Pronay
The Role Of Partnership In The Field Of Science To Business Marketing

Michael Krause
Getting To The Top (Training-On-The-Project): Strengthening The Collaboration Between Science And Business

Andrzej Jasinski
A Public Science Product Needs Proper Marketing: Poland’s Poor Experiences And Great Challenges

Marie-Christin Papen
Managing Relationships In Interdisciplinary Research Projects – The HOQ Experience

Track session:
Business Models

Doris Weitlaner
Evaluating Services And Associated Business Models Using A Multi-Tier Framework

Patrick Link
Agile Methods In A New Area Of Innovation Management

René Rüttimann
Depth Of The Value Chain And Closeness To Customers – Business Model Differences Between Chinese And Western Smes
Workshop "Potentials and challenges of multi-sided Public Private Partnerships"


Workshop "New Paradigm "Service Dominant Logic": How does Service Dominant Logic enable companies to create new business?"

Swiss Institute of Service Science

Track session:
Innovation and Change

Thomas Eggel
Second Generation Recommendation Engines in a SME B2B Context: A Case Study

Denise Becker
CIAKL - Cinema And Industry Alliance For Knowledge And Learning

Martin Jaekel
Supporting Networked Innovation Projects In Developing Market-Oriented Solutions – The Case Of An EU Collaborative Innovation Programme

Wolfgang Gerstlberger
Transition Paths Towards Value Creation In 100% Renewable Energy Regions

11:15 - 12:45
Lunch break 12:45 - 14:00
Track session:
Entrepreneurial Universities

Gideon Maas
A Business Model For An Entrepreneurial University

Fabrizio Errico
Towards An ‘‘Entrepreneurial University’’ Model: The Case Of The University Of Salento.

Igor Rozhdestvenskii
University Science And Innovation Business: A Case Of Successful Russian Business Incubator

Luciana Morilas
Business Models For Language Courses For Foreigners: A Case On Brazilian Universities
Track session:
Knowledge Transfer and Valorization

Franz Barjak
Regional Technology Demand And The Transfer Strategies And Performance Of Universities And Public Research Institutes

Malgorzata Grzegorczyk
Knowledge And Technology Transfer Barriers – Polish Perspective

Alcorta de Bronstein Antonieta
Knowledge-Transfer Conferences, Bringing Science To Business: An Effective Tool For Networking & Cooperation
Open Space
Developing project ideas and partnerships for European funding programs

Science-to-Business Marketing Research Centre

Workshop "Science-to-Business Marketing starts in the researchers head. How to raise researchers’ awareness for business-opportunities?"

University of Freiburg

14:00 - 15:30
Closing session
Relaxed networking atmosphere with coffee and drinks
15:30 - 16:00