MARKETING IN HIGH-TECHNOLOGY FIRMS

被引：1

作者：

Pollard, David ^{[1
]}

Simberova, Iveta ^{[2
]}

机构：

[1] Leeds Metropolitan Univ, Leeds LS1 3HB, W Yorkshire, England

[2] Brno Univ Technol, Brno, Czech Republic

来源：

7TH INTERNATIONAL SCIENTIFIC CONFERENCE BUSINESS AND MANAGEMENT 2012 | 2012年

关键词：

marketing; marketing orientation; marketing management; high technology firms; PRODUCT DEVELOPMENT; ORIENTATION; CAPABILITIES; PERFORMANCE; INNOVATION; COMPANIES; PARADOX; SUCCESS; IMPACT;

D O I：

10.3846/bm.2012.061

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is concluded, inter alia, that high technology firms should balance their technology perspectives with the important issues related to market dynamics.

引用

页码：465 / 471

页数：7

共 50 条

[1] The degree of innovativeness and marketing approaches used by high-technology firms
Traynor, K
Traynor, S
INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT, 1997, 14 (2-4) : 238 - 248
[2] Drucker's insights on market orientation and innovation: implications for emerging areas in high-technology marketing
Mohr, Jakki J.
Sarin, Shikhar
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2009, 37 (01) : 85 - 96
[3] Learning for innovation in high-technology small firms
Therin, Francois
INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT, 2010, 50 (01) : 64 - 79
[4] Patterns and Drivers of NPD Tool Adoption in Small High-Technology Firms
de Waal, Gerrit Anton
Knott, Paul
IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT, 2016, 63 (04) : 350 - 361
[5] The marketing of innovations in high-technology companies: a network approach
Borg, Erik A.
EUROPEAN JOURNAL OF MARKETING, 2009, 43 (3-4) : 364 - 370
[6] Effectuation and entrepreneurial orientation in high-technology firms
Mthanti, Thanti Sibonelo
Urban, Boris
TECHNOLOGY ANALYSIS & STRATEGIC MANAGEMENT, 2014, 26 (02) : 121 - 133
[7] Intra-metropolitan Competition for Attracting High-technology Firms
Frenkel, Amnon
REGIONAL STUDIES, 2012, 46 (06) : 723 - 740
[8] Network externality and high-technology product marketing
Zhang, XN
Li, ZC
ISIM'2000: PROCEEDINGS OF THE FIFTH CHINA-JAPAN INTERNATIONAL SYMPOSIUM ON INDUSTRIAL MANAGEMENT, 2000, : 245 - 248
[9] Institutions and entrepreneurship development: High-technology indigenous firms in China and Taiwan
Tzeng, Cheng-Hua
Beamish, Paul W.
Chen, Shih-Fen
ASIA PACIFIC JOURNAL OF MANAGEMENT, 2011, 28 (03) : 453 - 481
[10] Strategic orientation of high-technology firms in a transitional economy
Lau, Chung-Ming
Yiu, Daphne W.
Yeung, Ping-Kwong
Lu, Yuan
JOURNAL OF BUSINESS RESEARCH, 2008, 61 (07) : 765 - 777

← 1 2 3 4 5 →