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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. …
Quickulum: A Process For Quick Response Curriculum Verification, Marvin Lovett, Irma S. Jones, Paul Stingley
Quickulum: A Process For Quick Response Curriculum Verification, Marvin Lovett, Irma S. Jones, Paul Stingley
Marketing Faculty Publications and Presentations
This paper addresses the need for a method of continual and frequent verification regarding course content taught in some post-secondary courses. . With excessive amounts of information generated within the workplace, continual change exists for what is taught in some of our business courses. This is especially true for specific content areas such as Retail Management. This paper proposes a process for verifying and updating course content in order to stay current with workplace trends which these authors have called “Quickulum: A Process for Quick Response Curriculum Verification.”
Social/Interpersonal Skills In Business: In Field, Curriculum And Student Perspectives, Marvin Lovett, Irma S. Jones
Social/Interpersonal Skills In Business: In Field, Curriculum And Student Perspectives, Marvin Lovett, Irma S. Jones
Marketing Faculty Publications and Presentations
This study addresses the need for curriculum aimed at educating current Bachelor of Business Administration students regarding social/interpersonal skills required within the field of business administration. Social/Interpersonal skills will be operationally defined and include behaviors related to etiquette, professional introductions, conversing, etc. Although current Bachelor of Business Administration may offer appropriate coverage of the specific areas of study within the traditional field of business administration, graduates may lack the social/interpersonal skills needed to enhance their effectiveness.