Title: Technology marketing: a firm's core competence?

Authors: Hugo Tschirky, Stefan M. Koruna, Eckhard Lichtenthaler

Addresses: ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich, CH-8028 Zurich, Switzerland. ' ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich, CH-8028 Zurich, Switzerland. ' ETH-Center for Enterprise Science, Section for Technology and Innovation Management, Swiss Federal Institute of Technology Zurich, CH-8028 Zurich, Switzerland

Abstract: For the last three decades, global competition has dramatically changed. Formerly dominating firms from the Triad are facing competition from nearly all over the world. Due to an unprecedented exponential growth of global knowledge production and consumption, no longer do firms rely on go-it-alone strategies. Rather, firms have become proficient in sourcing technologies that are either state of the art or non-available inside their boundaries or they have intensified their activities regarding the external commercialisation of knowledge (mainly technological knowledge). This paper discusses the major drivers and challenges regarding the processes of knowledge acquisition and knowledge exploitation. And it introduces some of the instruments firms will have to master to compete in the global economy of the 21st century.

Keywords: technology acquisition; intellectual property management; external technology commercialisation; technology marketing.

DOI: 10.1504/IJTM.2004.003947

International Journal of Technology Management, 2004 Vol.27 No.2/3, pp.115 - 122

Available online: 05 Feb 2004 *

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