Bringing Technology to Market
In cooperation with:
Back in the late 1990s, six of the biggest international truck manufacturers were from the United States or Europe. Fast forward to today and Chinese and Indian companies occupy five of the top six places. New customer segments, emerging low-cost competitors, new business models, and innovative technologies are changing the landscape of global B2B markets. Therefore, suppliers have to adjust their market approach to the changing conditions. Similarly, managers responsible for a product and/or a region have to know how to profit from the new global developments. They have to generate competitive market strategies and establish the means for their implementation. This includes gaining the internal support of their corporation and motivating their teams to excel in new environments.
Bringing Technology to Market (BTM) offers leading-edge insights for profitable revenue generation on global B2B markets. Each program module will be run in one of three major business areas of the United States, China, and Europe. The program will link each participant to the global peer network they need.
Past Participants' Level of Responsibility
Participants with a leading position in a technology-driven, globally active B2B company who are responsible for generating profitable business.
- Understanding the current drivers of market-oriented management
- Tackling low-cost competition on global B2B markets
- Making complex services a profitable business
- Developing market-based controlling systems
- Optimizing decision making in sales and marketing processes
- Negotiating sales success
- Achieving sales excellence through leadership
- Handling different cultural and political frameworks
- Understanding important links to the public and to policymakers
Take-Home ValueParticipants will return from this program with the right understanding, concepts, and tools for improving revenue generation within a global market field. With a strong emphasis on impact learning, they will be challenged with intense project work about their competitive strategies and debriefed by faculty and leading executives in the field.
Meet the FacultyOlaf Plötner (Program Director)
Professor Olaf Plötner is the dean of ESMT executive education. He joined ESMT as one of the first faculty members and managing director of ESMT Customized Solutions GmbH in 2002. Olaf’s current research and teaching focus on strategic management, industrial market management, and sales management in global B2B markets. His work is reflected in his most recent book Counter Strategies in Global Markets, published by Palgrave Macmillan, Springer, and SDX Shanghai. His research has been portrayed in journals such as Industrial Marketing Management and Journal of Business and Industrial Marking as well as in leading international media such as Wall Street Journal, Times of India, Frankfurter Allgemeine Zeitung, China Daily Europe, and Financial Times.
Olaf is a visiting professor at Darden School of Business and a regular guest lecturer at Freie Universität Berlin and ESCP Ecole Supérieure de Commerce de Paris.
Olaf also worked as a consultant at the Boston Consulting Group in Frankfurt and as a director at Siemens AG in Boston.
Arun Sharma is the chairman of the marketing department and the vice dean of strategic initiatives at the School of Business Administration, University of Miami.
Robert E. Spekman
Robert E. Spekman is a member of ESMT's visiting faculty and Tayloe Murphy Professor of Business Administration at Darden. He is an internationally recognized authority on business-to-business marketing, supply chain/channels management, and strategic alliances. His consulting experiences range from marketing research and competitive analysis, to strategic market planning, supply chain management, channels of distribution design and implementation, and strategic partnering. In addition to teaching MBA courses, his executive program experience includes general marketing strategy, sales force management, channels strategy, creating strategic alliances, and business-to-business marketing strategy.
Bingsheng Teng is an associate professor of strategic management, Cheung Kong Graduate School of Business.