Keywords: coopetition, diffusion of innovations, marketing mix, marketing strategy, switching costs, technology marketing, technology pricing, word-of-mouth
Unique marketing challenges at the frontiers of technology: an integrated perspective
This article highlights several aspects pertaining to the marketing of technology-oriented products and services of which managers need to be aware in order to survive and succeed in competitive markets. The authors present a conceptual framework for the marketing of technology-oriented products encompassing the strategic options available to technology firms, the marketing mix decisions, and market related issues. A review of literature is undertaken to identify the recent and relevant 'marketing tool kit'. Thirty-four propositions are extracted from extant research to stimulate thinking across functions and disciplines. The article concludes with gaps in the literature and perspectives for future research.