The Bringing Technology to Market Center (BTM Center) at ESMT Berlin focuses on the business challenges facing industrial companies in global markets and develops strategies that help them gain a competitive advantage. It serves as an industry platform where business expertise and field-based research connect to shape B2B best practice and create lasting impact, including through the BTM flagship program.
The BTM Center benefits from an exclusive network of managerial and academic experts who meet regularly in a confidential environment. Together, they discuss the most pressing issues facing industrial companies, evaluate trends and disruptions, and assess strategic responses to strengthen competitive positions.
Research publications
The BTM Center generates and disseminates practice-relevant knowledge based on rigorous research and collaboration with senior executives from leading industrial companies. Our work contributes to academic debate and supports managerial decision making. We develop:
- Peer-reviewed journal articles
- Research reports
- Case studies
- Working papers
Research projects
Explore how the BTM Center addresses key challenges in industrial B2B markets through applied research and collaboration with industry partners.
Analyzing and improving the market success of digital offerings
Industrial companies are expanding into software and digital services, but often face challenges when bringing these offerings to market. This project focuses on identifying barriers and developing practical solutions to drive adoption and growth.
Key questions:
- What are the main sales challenges (skills, motivation, organizational setup)?
- How can companies overcome these challenges (recruitment, training, leadership, incentives)?
- How can sales structures be adapted to support digital business models?
Corporate governance in times of deglobalization
As global trade patterns shift, companies must rethink how they organize and operate across regions. This project explores how industrial firms can adapt their structures to remain resilient and competitive.
Key questions:
- Which strategic decisions require changes to organizational structures?
- What practical approaches support corporate reorganization?
- What are the implications of additional headquarters for leadership and HR?
- How should companies adapt to regional differences (e.g. Europe, China, USA)?
- How can technology help manage increasing complexity?
Industry platform and network
The BTM Center brings together senior executives and academic experts to exchange insights in a confidential setting. Through regular meetings and collaborative formats, participants assess emerging trends, evaluate potential disruptions, and discuss strategic responses.
This ongoing dialogue ensures that our research remains grounded in practice while maintaining academic rigor.
Executive education
The BTM Center transfers research insights into practice through Executive Education at ESMT Berlin. The Bringing Technology to Market program supports senior leaders in developing actionable strategies for commercialization, growth, and innovation in industrial markets.
Participants engage with evidence-based frameworks, case studies, and peer exchange across industries and regions.
Our focus areas
The BTM Center examines the strategic and organizational dimensions of technology commercialization in industrial markets.
Commercialization strategy
- Bringing digital offerings to industrial markets
- Competing successfully in low-price market segments
- Establishing premium brands in B2B markets
Sales and pricing models
- Redesigning sales roles when introducing complex service solutions
- Avoiding common pitfalls in performance-based pricing
Organizational transformation and market dynamics
- Building corporate structures in times of deglobalization
- Assessing the long-term success potential of today’s customers
Organizational transformation
How leadership, structures, and capabilities evolve to support sustained innovation and growth.
Team and partners
Our team and partners form the foundation of the BTM Center’s impact. Through research, dialogue and collaboration, we create a platform that connects academia and industry to drive innovation and sustainable growth.