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

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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 MarketingEmerald 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
  • New product strategies of large, dominant product manufacturing firms: an exploratory analysis
    Firth, R.W; Narayana, V.K
  • Strategies for Vertical Integration
    Harrigan, K.R
  • Key factors affecting customer evaluation of discontinuous new products
    Veryzer, R.W. Jr
  • New industrial product performance: the effects of market characteristics and strategy
    Yoon, E; Lilien, G.L

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