Keywords: strategy, low tech, high tech, product development, marketing strategy, technology strategy, tech upgrading, marketing upgrading
From low tech to high tech: product development strategies for finding new markets and technologies
In the context of a strategic model for product and company development, a distinction is made between more open and more closed technological and marketing strategies. This framework is then used to discuss how companies may go from more low-tech to more high-tech development by technological and marketing upgrading of new products. The empirical analysis is based on interview data from 13 Swedish biotechnical and food processing companies.