Title: The degree of innovativeness and marketing approaches used by high-technology firms

Authors: Kenneth Traynor, Susan Traynor

Addresses: Department of Marketing, Clarion University, of Pennsylvania, Clarion, Pennsylvania 16214, USA. Department of Computer Information Science, Clarion University of Pennsylvania, Clarion, Pennsylvania 16214, USA

Abstract: Do high-technology firms with different levels of innovativeness market their products and services differently? The growing concern about the ability of high-technology firms to market their products and services effectively has increased interest in the marketing strategies and promotional techniques that work best. This study investigates the perceptions of high-technology executives from firms with different levels of innovativeness regarding which strategic factors and promotional methods are most effective. In addition, high-technology firms| expenditures on strategic and promotional factors are compared by level of innovativeness. Conclusions indicate that the firms with greater innovation are more aggressive, take greater risks and possess a more creative and outward-looking attitude.

Keywords: advertising; high-technology; image; innovation; marketing; planning; promotional methods; R&D; sales; strategic factors.

DOI: 10.1504/IJTM.1997.001730

International Journal of Technology Management, 1997 Vol.14 No.2/3/4, pp.238-248

Available online: 18 Aug 2003 *

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