Title: Online technology markets and suitable marketing strategies

Authors: Ettore Bolisani, Giorgio Gottardi

Addresses: Department of Management and Engineering (DTG), University of Padova, Stradella San Nicola, 3 – 36100 Vicenza, Italy. ' Department of Management and Engineering (DTG), University of Padova, Stradella San Nicola, 3 – 36100 Vicenza, Italy

Abstract: The development of technology markets is analysed here as one of the principal determinants of technological innovation. The web revolution has aroused great expectations on the growth of online technology markets. However, operating in such environments raises several issues that are often neglected. In the first part of the paper, an in-depth analysis on the potential advantages, constraints and limits to the development of online markets is conducted. The paper also examines some relevant cases of online technology markets. A discussion of the current experience and the emerging managerial problems is then proposed. Some strategic implications for online marketing of technology are finally examined.

Keywords: online technology markets; marketing policies; case studies; technology marketing.

DOI: 10.1504/IJTMKT.2005.008124

International Journal of Technology Marketing, 2005 Vol.1 No.1, pp.37 - 61

Published online: 17 Nov 2005 *

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