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Particularities Of Marketing Decisions For Innovative Companies From High-Tech Industry

Author

Listed:
  • Lavinia DOVLEAC
  • Marius BALASESCU

    (Transilvania University from Brasov)

Abstract

This paper highlights the specific way for companies in high tech industry to develop their marketing activity. The companies in this industry are struggling to create and then sell a range of innovative products. High technology products are complex and they enhance a certain level of uncertainty regarding their utility. Due to their novelty (absolute or incremental) the products are accepted by consumers harder than the ordinary consumer products. This paper presents the main results of a qualitative marketing research based on the opinions of managers from high technology industry on specific marketing strategies and tools used to create and launch new products.

Suggested Citation

  • Lavinia DOVLEAC & Marius BALASESCU, 2013. "Particularities Of Marketing Decisions For Innovative Companies From High-Tech Industry," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 157-172, May.
    • Handle: RePEc:aio:manmar:v:xi:y:2013:i:1:p:157-172
    as

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    References listed on IDEAS

    as
    1. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    2. Bridges, Eileen & Coughlan, Anne T. & Kalish, Shlomo, 1991. "New technology adoption in an innovative marketplace: Micro- and macro-level decision making models," International Journal of Forecasting, Elsevier, vol. 7(3), pages 257-270, November.
    3. Catherine M. Banbury & Will Mitchell, 1995. "The effect of introducing important incremental innovations on market share and business survival," Strategic Management Journal, Wiley Blackwell, vol. 16(S1), pages 161-182.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing; qualitative research; high-technology products; innovation;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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