Rainer Hasenauer (AT)

Rainer Hasenauer (AT)

Professor Vienna University of Economics and Business

Rainer Hasenauer is Honorary Professor of Marketing and Lecturer in Marketing of High-Tech Innovation and Technology Marketing at the Institute for Marketing Management, Vienna University of Economics and Business (WU Vienna).

He is an entrepreneur who has long been involved with high-tech companies as a co-founder and a business angel. He is also a business developer focusing on innovative technologies.

He initiated and co-founded the HiTec Marketing Research Association in Vienna (www.hitec.at). He also initiated the Cross Border HiTec Center (www.hitechcentrum.eu), where he serves as senior advisor.

His primary teaching and research interests lie in market entry of high-tech innovation in B2B markets, and in measuring innovation half-life and technology acceptance in B2B markets. He teaches at the WU Vienna, the Vienna University of Technology, and the Campus02 University of Applied Sciences in Graz. He has held guest lectureships at the Institute for Advanced Studies in Vienna, the University of St. Gallen, the University of Klagenfurt, and the University of Economics in Bratislava.

His research work is predominantly project-driven for B2B markets and comprises community-based innovation, marketing testbeds for market entry, and multidisciplinary communication in high-tech innovation. Applications include satellite navigation and remote sensing, robotics, sensors, functional materials, flow batteries and remote power supply, threat analysis for safety and security systems of complex products and systems such as road tunnel ventilation and power plants, and applied operations research with a focus on multi-criteria decision models.

He serves on the advisory boards of high-tech investment groups, on an expert board for high-tech start-up incubators, and on the supervisory board of a global market leader in the field of safety-critical real-time communication systems.


Presentation Startup Stage: Market Entry: How to align forces of market readiness and technology readiness impacting the innovative startups?


This is the report of empirical analysis of 57 startups of different industries as ICT, Life Science,
Environmental Industries and others (e.g. robotics, sensors, functional materials, electric storage technology etc.)
• The analysis was executed between Sept 2015 and April 2016 by document analysis, interviews of 57 incubation processes, each of them with 6 milestones and a duration of min. 18 months or more.
• We distinguish between two types of incubation: open incubation and closed incubation.
• A paramount influence on startup risk is the misalignment of Technology Readiness and Market readiness. Early warning signals and intelligent selective design of startups show a significant supremacy of open incubation.
• 57 longitudinal analyses of incubation processes result in a statistically significant result.
• A software tool for startup navigation through the risky sea of economic survival is shown.

Kick-off 1st Day – Opening of event Room 1

Chair: Vladimír Bilčík, Head of EU program SPFA 09:00 – 09:20 An opening of the event Ing.Peter Pellegrini, Deputy Prime Minister, SR 09:20 – 09:45 Forward of the Representants of the subconferences Dušan Chrenek, Head of European Commission Representation in Slovakia Dr.Rainer Hasenauer, Honorary Professor of Marketing and Lecturer in Marketing of High-Tech Innovation and Technology, […]

BIOMED HealthTech 1st Day Smart City & Regions 1st Day Startup Stage 1st Day

“Want to grow, want to expand – What is next?”

The role of medias for building the startup ecosystem: Tomáš Prokopčák/sme.sk Michal Novota/týždeň Martin Šandor/Startitup.sk The methodology  of growth and export: Rainer Hasenauer/Professor of Vienna University of Economics and Business/Market Entry: How to align forces of market readiness and technology readiness impacting the innovative startups? Matej Šucha/Managing partner Mindworx/ Case studies: Slavomír Hruška/localizationguru.com/Porn hub Lukáš Harvánek/Growjob/Design […]

Startup Stage 1st Day