Online technology markets and suitable marketing strategies
by Ettore Bolisani, Giorgio Gottardi
International Journal of Technology Marketing (IJTMKT), Vol. 1, No. 1, 2005

Abstract: The development of technology markets is analysed here as one of the principal determinants of technological innovation. The web revolution has aroused great expectations on the growth of online technology markets. However, operating in such environments raises several issues that are often neglected. In the first part of the paper, an in-depth analysis on the potential advantages, constraints and limits to the development of online markets is conducted. The paper also examines some relevant cases of online technology markets. A discussion of the current experience and the emerging managerial problems is then proposed. Some strategic implications for online marketing of technology are finally examined.

Online publication date: Thu, 17-Nov-2005

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