A contingency approach to marketing high technology products

A contingency approach to marketing high technology products 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

A contingency approach to marketing high technology products

25 pages
Read Article

Loading next page...
 
/lp/emerald-publishing/a-contingency-approach-to-marketing-high-technology-products-Gk0RH47z5X
Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010342476
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of Marketing – Emerald Publishing

Published: Oct 1, 2000

Keywords: High technology; Marketing strategy; Product differentiation; Australia

References

  • Seller‐buyer interactions during the commercialization of technological process innovations
    Althaide, G.A; Meyers, P.W; Wilemon, D.L
    Bookmark
  • Implanting Strategic Management
    Ansoff, I; McDonnell, E
  • Strategy making in high‐technology firms: the empiricist mode
    Bahrami, H; Evans, S
  • The PIMS Principles: Linking Strategy to Performance
    Buzzell, R.D; Gale, B.T
  • Marketing and technology: a strategic coalignment
    Capon, N; Glazer, R
  • Technology Strategies in Australian Industry
    Centre for Technology and Social Change
  • Strategic Alliances in the Internationalisation of Australian Industry
    Centre for Technology and Social Change
  • New Products: The Key Factors in Success
    Cooper, R.G; Kleinschmidt, E.J
  • User acceptance of computer technology: a comparison of two theoretical models
    Davis, F.D; Bagozzi, R.P; Warshaw, P.R
  • An approach to selling high‐tech solutions
    Dunn, D.T. Jr; Friar, J.H; Thomas, C.A
  • Resistance to technological innovations: an examination of the role of self‐efficacy and performance satisfaction
    Ellen, P.S; Bearden, W.O; Sharma, S
  • New product strategies of large, dominant product manufacturing firms: an exploratory analysis
    Firth, R.W; Narayana, V.K
    Bookmark
  • Are high technology products really different?
    Gardner, D.M
  • A strategic approach to high technology marketing
    Gardner, D.M
  • Technology diffusion: an empirical test of competitive effects
    Gatignon, H; Robertson, T.S
  • Contingency perspectives of organizational strategy: a critical review of the empirical research
    Ginsberg, A; Venkatraman, N
  • Marketing in an information‐intensive environment: strategic implications of knowledge as an asset
    Glazer, R
  • Pricing decision making for high‐technology products and services
    Grunenwald, J; Vernon, T.T
  • Toward an empirical prioritization of contingency variables for business strategy
    Hambrick, D.C; Lei, D
  • Strategies for Declining Businesses
    Harrigan, K.R
  • Research methodologies for contingency approaches to business strategy
    Harrigan, K.R
  • Strategies for Vertical Integration
    Harrigan, K.R
    Bookmark
  • Seeking mass market acceptance for high‐technology consumer products
    Higgins, S.H; Shanklin, W.L
  • Toward a contingency theory of business strategy
    Hofer, C.W
  • Australia: a market with promise
    Horwitt, E
  • Implementing new technology
    Leonard‐Barton, D; Kraus, W.A
  • Marketing of High Technology: An Australian Perspective
    Link, P.L
  • Marketing and discontinuous innovation
    Lynn, G.S; Morone, J.G; Paulson, A.S
  • The art of high‐technology management
    Maidique, M.A; Hayes, R.H
  • High‐tech marketing: concepts, continuity and change
    Moriarty, R.T; Kosnik, T.J
  • The Management of Innovation in High‐Technology Small Firms
    Oakey, R; Rothwell, R; Cooper, S
  • Competitive Strategy: Techniques for Analyzing Industries and Competitors
    Porter, M.E
  • High Technology Marketing Management
    Rexroad, R.A
  • Managing High Technology Companies
    Riggs, H.E
  • The process of innovation and the diffusion of innovation
    Robertson, T.S
  • Marketing high tech products: lessons in customer focus from the marketplace
    Rosen, D.E; Schroeder, J.E; Purinton, E.F
  • Advertising and Promotion Management
    Rossiter, J.R; Percy, L
  • Strategies for marketing computers and related products
    Samili, A.C; Wills, J
  • Organizational Culture and Leadership
    Schein, E.H
  • Marketing High Technology
    Shanklin, W.L; Ryans, J.K. Jr
  • Key factors affecting customer evaluation of discontinuous new products
    Veryzer, R.W. Jr
    Bookmark
  • New industrial product performance: the effects of market characteristics and strategy
    Yoon, E; Lilien, G.L
    Bookmark
  • The contingency approach: its foundations and relevance to theory building and research in marketing
    Zeithaml, V.A; Varadarajan, P; Zeithaml, C.P

You’re reading a free preview. Subscribe to read the entire article.

Try 2 weeks free now

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

or browse the journals available

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off

Sign up
for free
Start 14 day
Free Trial