Keywords: advertising, high-technology, image, innovation, marketing, planning, promotional methods, R&, D, sales, strategic factors
The degree of innovativeness and marketing approaches used by high-technology firms
Do high-technology firms with different levels of innovativeness market their products and services differently? The growing concern about the ability of high-technology firms to market their products and services effectively has increased interest in the marketing strategies and promotional techniques that work best. This study investigates the perceptions of high-technology executives from firms with different levels of innovativeness regarding which strategic factors and promotional methods are most effective. In addition, high-technology firms' expenditures on strategic and promotional factors are compared by level of innovativeness. Conclusions indicate that the firms with greater innovation are more aggressive, take greater risks and possess a more creative and outward-looking attitude.