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More . . . HIGH TECH MARKETING
The course provided an understanding of the issues faced by managers involved in technology marketing. We came away equipped with conceptual frameworks that enable better technology decisions.
High-technology industries have assumed a central role in the economy, perhaps even becoming its driving force. These markets are characterized by a high degree of innovation, market uncertainty, abrupt technological shifts and increasingly shortening product/technology life cycles. In the face of such tremendous demand and technological uncertainties, managers in high-technology markets need to develop abilities to understand unarticulated customer needs and to be able to forecast the development of nascent markets. A clear understanding of some unique features of these markets, such as network externalities, consumer lock-ins, technological compatibility and standards, strategic alliances and systems competition - are critical in developing successful marketing strategies. This course offered a comprehensive framework - integrating concepts from industrial economics, business policy and R&D/technology strategy - to systematically analyze the strategic considerations underlying the different dimensions of marketing and technology strategies in these industries.
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