International Journal of Technology Marketing http://www.inderscience.com/browse/index.php?journalID=116&year=2011&vol=6&issue=3 Inderscience Publishers Ltd en-uk International Journal of Technology Marketing 1741-878X 1741-8798 © 2011 Inderscience Publishers Ltd editor@inderscience.com https://www.inderscience.com/images/files/coverImgs/ijtmkt_scoverijtmkt.jpg http://www.inderscience.com/browse/index.php?journalID=116&year=2011&vol=6&issue=3 http://www.inderscience.com/link.php?id=43811 This study investigates the antecedents of brand switching by lead users of high-tech capital equipment. In markets for capital equipment, the incumbent is usually assumed to have an advantage because of high switching costs. However, much of the research on brand switching focuses on mass-market consumers of competitive products, where switching barriers are manageable. A model of the factors behind brand switching for capital equipment is developed and tested with data gathered by a survey of research centres around the world that use magnetic resonance imaging (MRI) equipment. The results confirm the expectation that lead users are willing to overcome high switching barriers to obtain a new technology when it is essential to renew organisational capabilities that are important to sustaining their competitive advantage. The decision to replace high-tech capital equipment is primarily influenced by the features and capabilities associated with the new product. A model of brand switching by lead users of high-tech capital equipment
Sam O. Al-Kwifi; Rod B. McNaughton
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 194 - 212
This study investigates the antecedents of brand switching by lead users of high-tech capital equipment. In markets for capital equipment, the incumbent is usually assumed to have an advantage because of high switching costs. However, much of the research on brand switching focuses on mass-market consumers of competitive products, where switching barriers are manageable. A model of the factors behind brand switching for capital equipment is developed and tested with data gathered by a survey of research centres around the world that use magnetic resonance imaging (MRI) equipment. The results confirm the expectation that lead users are willing to overcome high switching barriers to obtain a new technology when it is essential to renew organisational capabilities that are important to sustaining their competitive advantage. The decision to replace high-tech capital equipment is primarily influenced by the features and capabilities associated with the new product.

]]> 10.1504/IJTMKT.2011.043811 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 194 - 212 Sam O. Al-Kwifi; Rod B. McNaughton College of Business, Prince Mohammad Bin Fahd University, P.O. Box 1664, Al Khobar 3195, Kingdom of Saudi Arabia. ' Conrad Business, Entrepreneurship and Technology Centre, University of Waterloo, 295 Hagey Blvd., Suite 240, Waterloo, Ontario N2L 6R5, Canada brand switching lead users capital equipment technology product features internal capabilities high tech capital equipment high technology research centres magnetic resonance imaging MRI scanning new technology organisational capabilities competitive advantage switching barriers. 2011-11-22T23:20:50-05:00 6 3 194 212 2011-11-22T23:20:50-05:00 http://www.inderscience.com/link.php?id=43812 In a high-velocity industry such as ICT (information and communication technology), the technological capabilities of the firm constitute its most critical assets. The purpose of this study is to empirically explore and classify the technological capabilities of small high-tech firms. The study uses data from 124 Finnish companies operating in the ICT industry. On the basis of technological capabilities of the firm, we identified four clusters. The clusters were labelled innovators, technology-oriented defenders, generators and imitators. Our findings imply that the nature of knowledge in the clusters differs. The technological capabilities of the firm give firms clearly different technological postures and also have different performance implications. Technological capabilities and firm performance: empirical results from Finnish ICT SMEs
Sami Saarenketo; Kaisu Puumalainen; Kalevi Kyläheiko; Ari Jantunen
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 213 - 226
In a high-velocity industry such as ICT (information and communication technology), the technological capabilities of the firm constitute its most critical assets. The purpose of this study is to empirically explore and classify the technological capabilities of small high-tech firms. The study uses data from 124 Finnish companies operating in the ICT industry. On the basis of technological capabilities of the firm, we identified four clusters. The clusters were labelled innovators, technology-oriented defenders, generators and imitators. Our findings imply that the nature of knowledge in the clusters differs. The technological capabilities of the firm give firms clearly different technological postures and also have different performance implications.

]]> 10.1504/IJTMKT.2011.043812 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 213 - 226 Sami Saarenketo; Kaisu Puumalainen; Kalevi Kyläheiko; Ari Jantunen School of Business, Lappeenranta University of Technology, P.O. Box 20, Lappeenranta-53851, Finland. ' School of Business, Lappeenranta University of Technology, P.O. Box 20, Lappeenranta-53851, Finland. ' School of Business, Lappeenranta University of Technology, P.O. Box 20, Lappeenranta-53851, Finland. ' School of Business, Lappeenranta University of Technology, P.O. Box 20, Lappeenranta-53851, Finland technological capabilities performance small and medium-sized enterprises SMEs information technology communication technology ICT Finland. 2011-11-22T23:20:50-05:00 6 3 213 226 2011-11-22T23:20:50-05:00 http://www.inderscience.com/link.php?id=43813 There has been a debate on the role of market and customer knowledge in new product development, especially with regard to radical innovations. Although it has been stressed that market knowledge competence influences both innovative and business performance, the effects of its elements on different dimensions of innovation radicalness have not been investigated. This paper examines the radicalness of innovations from the technological, market and business perspectives. Empirical evidence in this explorative research was obtained through analysis of survey data collected among 213 companies. It was found that acquisition and dissemination of customer and competitor knowledge are accentuated in innovations with high technological radicalness, whereas, more general knowledge integration including close interaction in the marketing-R&D interface is more important in the case of high business radicalness. Contrary to other researchers, we found a higher level of knowledge acquisition and use for innovations with high market radicalness. Market knowledge competence a driving force or a roadblock for radical innovations?
Liisa-Maija Sainio; Hanna Salojärvi; Pia Hurmelinna-Laukkanen; Sami Saarenketo
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 227 - 240
There has been a debate on the role of market and customer knowledge in new product development, especially with regard to radical innovations. Although it has been stressed that market knowledge competence influences both innovative and business performance, the effects of its elements on different dimensions of innovation radicalness have not been investigated. This paper examines the radicalness of innovations from the technological, market and business perspectives. Empirical evidence in this explorative research was obtained through analysis of survey data collected among 213 companies. It was found that acquisition and dissemination of customer and competitor knowledge are accentuated in innovations with high technological radicalness, whereas, more general knowledge integration including close interaction in the marketing-R&D interface is more important in the case of high business radicalness. Contrary to other researchers, we found a higher level of knowledge acquisition and use for innovations with high market radicalness.

]]> 10.1504/IJTMKT.2011.043813 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 227 - 240 Liisa-Maija Sainio; Hanna Salojärvi; Pia Hurmelinna-Laukkanen; Sami Saarenketo School of Business, Lappeenranta University of Technology, P.O. Box 20, FI-53851, Lappeenranta, Finland. ' School of Business, Lappeenranta University of Technology, P.O. Box 20, FI-53851, Lappeenranta, Finland. ' Oulu Business School, University of Oulu, P.O.Box 4600, FI-90014, Finland. ' School of Business, Lappeenranta University of Technology, P.O. Box 20, FI-53851, Lappeenranta, Finland market knowledge customer knowledge radical innovation knowledge competence customer information processing competitor information processing marketing-R&D interface marketing R&D research and development knowledge acquisition. 2011-11-22T23:20:50-05:00 6 3 227 240 2011-11-22T23:20:50-05:00 http://www.inderscience.com/link.php?id=43814 Pricing is a major challenge in the marketing of emergent industrial technologies. Because of this challenge, a good strategy would be to price them based on the perceived value they would have to the client firm. Now often, such technologies have multiple attributes or features, the relative importance and the benefits of which would be different for each client. So the total perceived value from such technology would vary from client to client. This paper proposes a novel way to capture the perceived value an emergent technology may provide to the client by treating the problem as a multi-criteria decision making one. A multi-response fuzzy analytic hierarchy process is adapted for capturing the trade-offs amongst the multiple value drivers, to estimate the perceived value of the emergent technology with multiple attributes or features. The proposed methodology attempts to address a few limitations of regression-based techniques developed for the same purpose. The estimated perceived value is used to devise a pricing strategy. Finally, a hypothetical case has been used to demonstrate the proposed technique. A model for pricing emergent technology based on perceived business impact value
Arpan Kumar Kar; Ashis Kumar Pani
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 241 - 258
Pricing is a major challenge in the marketing of emergent industrial technologies. Because of this challenge, a good strategy would be to price them based on the perceived value they would have to the client firm. Now often, such technologies have multiple attributes or features, the relative importance and the benefits of which would be different for each client. So the total perceived value from such technology would vary from client to client. This paper proposes a novel way to capture the perceived value an emergent technology may provide to the client by treating the problem as a multi-criteria decision making one. A multi-response fuzzy analytic hierarchy process is adapted for capturing the trade-offs amongst the multiple value drivers, to estimate the perceived value of the emergent technology with multiple attributes or features. The proposed methodology attempts to address a few limitations of regression-based techniques developed for the same purpose. The estimated perceived value is used to devise a pricing strategy. Finally, a hypothetical case has been used to demonstrate the proposed technique.

]]> 10.1504/IJTMKT.2011.043814 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 241 - 258 Arpan Kumar Kar; Ashis Kumar Pani XLRI School of Business and Human Resources, CH Area (E), Jamshedpur 831001, India. ' XLRI School of Business and Human Resources, CH Area (E), Jamshedpur 831001, India emergent technology fuzzy AHP analytical hierarchy process pricing value based pricing business impact perceived value pricing strategy. 2011-11-22T23:20:50-05:00 6 3 241 258 2011-11-22T23:20:50-05:00 http://www.inderscience.com/link.php?id=43781 This study examines the impact of product involvement and the attitude of consumers on the perceptions of technology products that are advertised online. The study focuses on how product involvement and the online advertising attitudes of consumers form the perceived advertised product quality and value of technology products. The influences of product involvement on the contribution and product evaluation by audiences were examined by using survey data from 322 university students in Taiwan. The results indicate that product involvement significantly influences the online advertising attitudes of consumers and their perceived value of the advertised product. The results also reveal that consumer attitude towards advertising impacts the rating of product quality evaluations. An understanding of how consumer product involvement and advertising attitudes lead to perceived advertised product quality and value assists online marketers in creating effective advertising plans. Forming positive advertising and product attitude: the role of product involvement
Edward Shih-Tse Wang
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 259 - 271
This study examines the impact of product involvement and the attitude of consumers on the perceptions of technology products that are advertised online. The study focuses on how product involvement and the online advertising attitudes of consumers form the perceived advertised product quality and value of technology products. The influences of product involvement on the contribution and product evaluation by audiences were examined by using survey data from 322 university students in Taiwan. The results indicate that product involvement significantly influences the online advertising attitudes of consumers and their perceived value of the advertised product. The results also reveal that consumer attitude towards advertising impacts the rating of product quality evaluations. An understanding of how consumer product involvement and advertising attitudes lead to perceived advertised product quality and value assists online marketers in creating effective advertising plans.

]]> 10.1504/IJTMKT.2011.043781 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 259 - 271 Edward Shih-Tse Wang Graduate Institute of Bio-Industry Management, National Chung Hsing University, 250 Kuo Kuang Rd., Taichung 40227, Taiwan product involvement advertising attitudes perceived quality perceived value technology products online advertising internet advertising product value product quality Taiwan consumer attitudes. 2011-11-22T23:20:50-05:00 6 3 259 271 2011-11-22T23:20:50-05:00 http://www.inderscience.com/link.php?id=43785 E-book devices are a technological innovation that has been mass marketed to consumers as a revolution in the way that books will be read and stored. This paper extends previous research on technology adoption behaviour of individuals by focusing on the role of emotional connections people have towards e-books. A number of technology adoption models can explain the adoption of e-book devices such as the technology acceptance model, theory of planned action, theory of reasoned action and social cognitive theory. Due to the increased importance of social learning on a person's behaviour, social cognitive theory is identified in this paper as being the most appropriate theoretical lens to understand the emotional connections a person has towards e-books. The findings from this paper may help to fill the gaps in academic discussion about what theory best explains a person's behavioural intention towards technological innovations and the impact of marketing on this behaviour. In addition, the paper has a number of managerial implications including identifying the importance of an emotional connection to a technological innovation that influences the adoption process. The emphasis on emotional connection as mediating the way a person receives information about e-book devices may help to influence future marketing efforts of new technologies. Emotional connections to books and technological innovations: an e-book perspective
Vanessa Ratten
International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 272 - 286
E-book devices are a technological innovation that has been mass marketed to consumers as a revolution in the way that books will be read and stored. This paper extends previous research on technology adoption behaviour of individuals by focusing on the role of emotional connections people have towards e-books. A number of technology adoption models can explain the adoption of e-book devices such as the technology acceptance model, theory of planned action, theory of reasoned action and social cognitive theory. Due to the increased importance of social learning on a person's behaviour, social cognitive theory is identified in this paper as being the most appropriate theoretical lens to understand the emotional connections a person has towards e-books. The findings from this paper may help to fill the gaps in academic discussion about what theory best explains a person's behavioural intention towards technological innovations and the impact of marketing on this behaviour. In addition, the paper has a number of managerial implications including identifying the importance of an emotional connection to a technological innovation that influences the adoption process. The emphasis on emotional connection as mediating the way a person receives information about e-book devices may help to influence future marketing efforts of new technologies.

]]> 10.1504/IJTMKT.2011.043785 International Journal of Technology Marketing, Vol. 6, No. 3 (2011) pp. 272 - 286 Vanessa Ratten Faculty of Business and Law, Deakin Graduate School of Business, Deakin University, 70 Elgar Road Burwood, Victoria 3125, Australia emotions e-books technology innovations adoption behaviour marketing technology marketing social cognitive theory books technology acceptance model TAM emotional connections ebooks behavioural intention. 2011-11-22T23:20:50-05:00 6 3 272 286 2011-11-22T23:20:50-05:00