Title: The meaning of technological innovation in business-to-business marketing

Authors: Maciej Urbaniak

Addresses: Poznan University of Economics, A1. Niepodleglosci 10, 60-967 Poznan, Poland

Abstract: Technological innovation is one of the most important parts of the business strategy in industrial marketing. The result of well-produced technological innovation is new product launch. Economics development cycles have an affect on technological life cycle (TLC), which is one of the most important factors of technology evaluation. As an alternative to the technical modification of existing industrial products, the company sometimes elects to reposition its products by some or all the elements of marketing mix; component-communication, distribution and price strategy.

Keywords: business-to-business marketing; industrial marketing; product innovation; technological innovation.

DOI: 10.1504/IJTM.2001.002939

International Journal of Technology Management, 2001 Vol.21 No.5/6, pp.628-636

Available online: 08 Jul 2003 *

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