Title: Effective marketing of technical innovation

Authors: Andrew J. Czuchry, Mahmoud M. Yasin

Addresses: AFG Industries Chair of Excellence in Business and Technology, East Tennessee State University, Box 70619 Johnson City, TN 37614, USA. ' Department of Management and Marketing, East Tennessee State University, Box 70625 Johnson City, TN 37614–0625, USA

Abstract: Recent trends in the global business market point to the increasing importance of technology and technical innovations to gain and maintain competitive business strategic advantage. However, the marketing of technical innovations throughout the supply chain is still governed by traditional strategies and practices. Such strategies and practices are ineffective in a highly technologically advanced marketplace. As a result, the marketers of technologically innovative products and concepts are left with many questions and very few practical answers. This research offers a practical, integrated approach to marketing technical innovations. The approach offered is presented within an organisational, people and technology strategic context. A field study is utilised to illustrate the utility of the proposed approach.

Keywords: marketing; technical innovation; integrated approach; field study; technological innovation; Siemens EMC.

DOI: 10.1504/IJBIR.2007.013729

International Journal of Business Innovation and Research, 2007 Vol.1 No.4, pp.448 - 463

Published online: 23 May 2007 *

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