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An Introduction To The Special Issue On Marketing Of High-Technology Products, Services And Innovations, Shikhar Sarin, Jakki J. Mohr
An Introduction To The Special Issue On Marketing Of High-Technology Products, Services And Innovations, Shikhar Sarin, Jakki J. Mohr
Shikhar Sarin
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.