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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1997 MCB UP Ltd. All rights reserved.
- ISSN
- 0957-6053
- DOI
- 10.1108/09576059710187582
- Publisher site
- See Article on Publisher Site
Abstract
Describes an empirical study which aimed to compare the marketing practices used by high‐tech and low‐tech companies in the UK, and to attempt to explain any significant differences. Concludes that there is increasing awareness of the salience of marketing by UK high technology companies, though they are still not as market oriented as low‐tech ones. Suggests that broadly speaking results replicate earlier findings in US high technology firms, with the critical difference that the British companies rate both the possession of the latest technology and price competition less seriously than the American organizations.
Journal
Logistics Information Management – Emerald Publishing
Published: Aug 1, 1997
Keywords: High technology; Market orientation; Marketing; Marketing strategy