Masterclass 2025_SMBS Kopfbild 6
education for leaders
Masterclass 2025 Heiden Headline

CEO Masterclass: High Growth Technology Commercialization

Leveraging your technology assets for innovation and growth

Capture and evaluate all key technology assets

Build technology control positions

Develop a broader understanding of technology-based business models 

Building a successful technology commercialization strategy requires an interdisciplinary approach that considers not only the development of the technology but the business opportunities and legal implications.

This course will explore technology commercialization at the interface of business, technology, and control strategies. The participants will learn how to better capture, position, and commercialize their technology assets toward growth and global markets. 

Contact

Markus Marek
Head of Study Advice and Marketing

Tel: +43 (0) 676/ 88 2222 20
Mail: markus.marek@smbs.at 

We would be glad to arrange an individual appointment – either at our location, via phone call, or Microsoft Teams. I’m looking forward to hearing from you – including any specific appointment suggestions. 

Contact

Markus Marek
Head of Study Advice and Marketing

Tel: +43 (0) 676/ 88 2222 20
Mail: markus.marek@smbs.at 

Key Facts

Duration of study

2 Days Europe Edition: 

Thursday 12th June 2025:                

  • 08:00 – 17:00:  Masterclass at Imlauer Hotel Pitter                                             
  • 19:00 – open end: Joint dinner at Restaurant Goldener Hirsch Salzburg – Jagdsalon with „Technology Commercialization Clinic“

Friday 13th June 2025:                      

  • 08:00 – 16:00:  Masterclass at Imlauer Hotel Pitter

Cost

€ 3.490,- including conference package for two days and four-course dinner at Restaurant Goldener Hirsch Salzburg – Jagdsalon on first conference day, excl. beverages

Language

English

Certificate

Masterclass Certificate from SMBS

Target Audience

  • CEOs of SME across Europe (small and medium-sized enterprises)
  • Decision makers like Managing Directors or General Managers from larger companies across Europe

Masterclass Instructor

Dr. Bowman Heiden, BSc, MSc, PhD

 

Start of the Masterclass: 12th June 2025

Scope

This course will explore technology commercialization at the interface of business, technology, and control strategies.

After this Masterclass, you will be ready to:

  • Understand how to capture and evaluate all the firm’s key technology assets
  • Learn to manage technology assets as a portfolio of business options
  • Build technology control positions that create a competitive advantage
  • Learn to map the technology market and identify competitors and collaborators
  • Learn to map the technology/ product value chain and identify business options
  • Develop a broader understanding of technology business models
  • Understand how to use open innovation to support business growth

Program Details

@ Imlauer Hotel Pitter

12th June 2025: 08:00 – 09:50

Imlauer Hotel Pitter Salzburg
  • Combining technology, business, and control
  • Differentiating product, and technology markets
  • Leveraging the technology value chain

@ Imlauer Hotel Pitter

12th June 2025: 10:10 – 12:00

Imlauer Hotel Pitter Salzburg
  • Identifying your technology asset portfolio
  • Analyzing technology assets as business options 
  • Building technology control positions

@ Imlauer Hotel Pitter

12th June 2025: 13:00 – 14:50

Imlauer Hotel Pitter Salzburg
  • Mapping the technology market
  • Identifying technology competitors / collaborators
  • Analyzing your technology competitive advantage

@ Imlauer Hotel Pitter

12th June 2025: 15:10 – 17:00 

Imlauer Hotel Pitter Salzburg
  • Mapping the commercial value chain 

  • Identifying your portfolio of value propositions

  • Evaluating and prioritizing business options

@ Restaurant Goldener Hirsch Salzburg – Jagdsalon

12th June 2025: 19:00 – open end

Imlauer Hotel Pitter Salzburg
  • Develop implementable solutions to actual strategic technology commercialization challenges of participants

@ Imlauer Hotel Pitter

13th June 2025: 08:00 – 11:00 

Imlauer Hotel Pitter Salzburg
  • Business model options for technology assets
  • Licensing-based business models

  • Application to featured case study (group work)
  • Application to featured case study (group work)

@ Imlauer Hotel Pitter

13th June 2025: 12:00 – 15:00 

Imlauer Hotel Pitter Salzburg
  • Employing different forms of open innovation

  • Designing openness for your business

  • Application for featured case study (group work)

@ Imlauer Hotel Pitter

13th June 2025: 15:20 – 16:00 

Imlauer Hotel Pitter Salzburg
  • Learning goal check
  • Key learning from participants
  • Take-away messages from lecturer

"Technology Commercialization Clinic" - A unique feature to enhance Practical Learning

Guided by your seasoned instructor Bowman Heiden, participants will share current or past challenges, as well as experiences related to technology assets and its controls. 

To further encourage peer-to-peer learning, the „Technology Commercialization Clinic“ provides a relaxed fire-side-chat atmosphere as a highlight at the conclusion of the first Masterclass day, bringing participants together to exchange insights and ideas. 

Masterclass Instructor

Bowman is Executive Director at the Tusher Strategic Initiative for Technology Leadership, Haas School of Business, University of California, Berkeley, and the Director of the Center for Intellectual Property (CIP) at University of Gothenburg. 

Bowman has more than 25 years of interdisciplinary experience collaborating and teaching technology innovation and entrepreneurship for R&D, business, and legal professionals at the interface of strategy and policy. 

He is co-founder of the Berkeley Deep Tech Innovation Lab and has experience supervising over 200 technology-based innovation projects, with industry, university research institutes, healthcare providers, and start-up ventures. 

Bowman holds degrees in engineering, technology management and economics, and his research is at the interdisciplinary interface of economics, law, and innovation, in particular, intellectual property, and open innovation in knowledge-intensive sectors. Before turning his focus to the field of knowledge-based business, Bowman played professional basketball in a number of European countries. 

Masterclass Instructor

Bowman is Executive Director at the Tusher Strategic Initiative for Technology Leadership, Haas School of Business, University of California, Berkeley, and the Director of the Center for Intellectual Property (CIP) at University of Gothenburg. 

Bowman has more than 25 years of interdisciplinary experience collaborating and teaching technology innovation and entrepreneurship for R&D, business, and legal professionals at the interface of strategy and policy. 

He is co-founder of the Berkeley Deep Tech Innovation Lab and has experience supervising over 200 technology-based innovation projects, with industry, university research institutes, healthcare providers, and start-up ventures. 

Bowman holds degrees in engineering, technology management and economics, and his research is at the interdisciplinary interface of economics, law, and innovation, in particular, intellectual property, and open innovation in knowledge-intensive sectors. Before turning his focus to the field of knowledge-based business, Bowman played professional basketball in a number of European countries. 

Global Participants Feedback

Contact

Markus Marek_SMBS Studienberatung

Markus Marek
Head of Study Advice and Marketing

Tel: +43 (0) 676/ 88 2222 20
Mail: markus.marek@smbs.at 

We would also be happy to arrange an individual appointment – either at our location, as a phone call, or via Microsoft Teams. I look forward to hearing from you – including any specific appointment suggestions. 

Contact

 

Markus Marek
Head of Study Advice and Marketing

Tel: +43 (0) 676/ 88 2222 20
Mail: markus.marek@smbs.at