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Project Kick off on the new 2016 Project "Hybrid Value Creation in Futureland“

October 23, 2014

"Hybrid Value Creation" is a future trend integrating products and services to joint systems. This approach will be transferred to SMEs by the Science-to-Business Marketing Research Centre and various partners within the Münster region.

The association of Münsterland e.V., the Münster University of Applied Sciences and the Westfalian Wilhelms University Münster supported by the Regional Development Agencies of the region will advise companies on the topic of „Hybrid Value Creation".
Based on former projects in the Centre, Prof. Dr. Thomas Baaken described "Hybrid Value Creation“ (HVC) as a successful and promising way for companies to achieve competitive advantages and to extend their products and services portfolio. He also presented the case of Carl Nolte Technik GmbH, Greven, during the kick off meeting. The 120 employee company created a number of innovative HVC business models in compressed-air systems. Today, the predominant turnover and earnings are based on this completely new business.

The objective of the new project "Hybrid Value Creation in Futureland“ is to provide a quick check with tailored development paths for the realization of HVC in local SMEs. Depending on the quick check results, companies will be coached in the latest innovative models and tools for a strategic and effective HVC process.


For more information, please contact:

Prof. Dr. Thomas Baaken
Managing Director of the Research Centre "Science Marketing"

Professor in Technology Marketing and B-to-B Marketing at Münster University of Applied Sciences

+49 (0) 251 83-65690

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