Title: Technology marketing: a new core competence of technology-intensive enterprises

Authors: Hugo Tschirky, Jean-Philippe Escher, Deniz Tokdemir, Christian Belz

Addresses: ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich (ETHZ), Zurichbergstrasse 18, CH-8028 Zurich, Switzerland. ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich (ETHZ), Zurichbergstrasse 18, CH-8028 Zurich, Switzerland. ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich (ETHZ), Zurichbergstrasse 18, CH-8028 Zurich, Switzerland. Research Institute for Sales and Commerce (FAH-HSG), University of St Gall, Bodanstrasse 8, CH-9000 St Gallen, Switzerland

Abstract: Even in the area of technology, firms are increasingly contracting in from external sources, or contracting out their own work to third parties. This involves the areas of licensing, R&D cooperation, production and OEM briefs and commerce in technologically demanding components and part-products. The carrying out of such technology business, here christened ||Technology Marketing||, is dependent upon new processes and concepts, because known marketing methods do not sufficiently take into account the knowledge-defined uniqueness of technologies as the object of commerce. This paper is the result of a cooperative research study carried out by the ETH Centre for Enterprise Science (formerly BWI, Section for Technology and Innovation Management) and the Research Institute for Sales and Commerce of the University of St Gall.

Keywords: technology management; technology marketing; technology trade; technology market; technology sourcing; technology selling.

DOI: 10.1504/IJTM.2000.002874

International Journal of Technology Management, 2000 Vol.20 No.3/4, pp.459-474

Published online: 07 Jul 2003 *

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