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An Introduction To The Special Issue On Marketing Of High-Technology Products, Services And Innovations, Shikhar Sarin, Jakki Mohr
An Introduction To The Special Issue On Marketing Of High-Technology Products, Services And Innovations, Shikhar Sarin, Jakki Mohr
Marketing Faculty Publications and Presentations
We are pleased to introduce this special issue on marketing of high-technology products and innovations. High-technology industries are distinguished by increasing turbulence, and time-and information-intensive environments (Mohr, Sengupta, & Slater, in press). Additionally, issues related to unique characteristics like network effects, dominant design, and technological standards increase complexity in identifying, implementing, and evaluating marketing strategies in such environments (Hills & Sarin, 2003). This special issue features papers that contribute theoretically, methodologically, and substantively to enhancing our understanding of marketing strategies in high-tech environments.
Drucker's Insights On Market Orientation And Innovation: Implications For Emerging Areas In High-Technology Marketing, Shikhar Sarin, Jakki J. Mohr
Drucker's Insights On Market Orientation And Innovation: Implications For Emerging Areas In High-Technology Marketing, Shikhar Sarin, Jakki J. Mohr
Marketing Faculty Publications and Presentations
In 1954, Drucker boldly declared that organizations have only two basic functions, marketing and innovation. While true for any organization, this insight is particularly pertinent for technology-based businesses. The complicated environment surrounding high-tech companies creates a great need for sophisticated marketing, yet these companies continue to have under-developed competencies in marketing and in understanding customer needs. In its first two sections, this essay explores Drucker’s insights with respect to two particularly salient issues for high-tech companies: developing and implementing a market orientation, and sustained break-through innovations. We review Drucker’s insights and synthesize them with the scholarly research on these issues. …