Title: Unique marketing challenges at the frontiers of technology: an integrated perspective

Authors: Can Uslay, Naresh K. Malhotra, Alka V. Citrin

Addresses: Georgia Institute of Technology, College of Management, 800 West Peachtree Street NW, Atlanta, GA 30332-0520, USA. ' Georgia Institute of Technology, College of Management, 800 West Peachtree Street NW, Atlanta, GA 30332-0520, USA. ' Georgia Institute of Technology, College of Management, 800 West Peachtree Street NW, Atlanta, GA 30332-0520, USA

Abstract: This article highlights several aspects pertaining to the marketing of technology-oriented products and services of which managers need to be aware in order to survive and succeed in competitive markets. The authors present a conceptual framework for the marketing of technology-oriented products encompassing the strategic options available to technology firms, the marketing mix decisions, and market related issues. A review of literature is undertaken to identify the recent and relevant ||marketing tool kit||. Thirty-four propositions are extracted from extant research to stimulate thinking across functions and disciplines. The article concludes with gaps in the literature and perspectives for future research.

Keywords: coopetition; diffusion of innovations; marketing mix; marketing strategy; switching costs; technology marketing; technology pricing; word-of-mouth.

DOI: 10.1504/IJTM.2004.005050

International Journal of Technology Management, 2004 Vol.28 No.1, pp.8 - 30

Published online: 24 Aug 2004 *

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