Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology-based products. The purpose of this paper is to answer such fundamental questions as: what a high technology product is; what dimensions differentiate between high and low technology products and their marketing strategies; and what types of marketing strategies high technology companies should use. These issues are tackled from a contingency theory perspective with the assumption that marketing of high technology products, compared to that of low technology products, is influenced by different industry/market situations, and thus strategies should be designed and used differently. The paper reports the results from a survey of over 100 Australian firms, which examined the environment-strategy-performance link for low versus high technology-based products. It discusses the implication of the results for marketers of high-tech products.
European Journal of Marketing – Emerald Publishing
Published: Oct 1, 2000
Keywords: High technology; Marketing strategy; Product differentiation; Australia
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