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Marketing of high-technology products and innovations

Author: Mohr, Jakki ; Sengupta, Sanjit ; Slater, StanleyPublisher: Prentice Hall, 2005.Edition: 2nd ed.Language: EnglishDescription: 450 p. ; 24 cm.ISBN: 0131230239Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.153 .M64 2005
(Browse shelf)
001172935
Available 001172935
Total holds: 0

Includes bibliographical references and index

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Marketing of High-Technology Products and Innovations Contents Preface xi Acknowledgments About the Authors xvii xix CHAPTER 1 Introduction to High Technology Defining High Tech 3 Government Definitions of High Technology 4 Defining High Tech in Terms of Common Characteristics 1 6 A Supply Chain Perspective on Technology A Continuum of Innovations 18 17 Radical/Breakthrough Innovations 18 Incremental Innovations 22 Implications of Different Types of Innovations: A Contingency Model for High-Tech Marketing 25 Does Marketing Need to Be Different for High-Technology Products and Innovations? 27 Framework for Making High-Technology Marketing Decisions 28 Job Opportunities in High Tech Summary 33 32 37 Appendix A: Outline for a Marketing Plan CHAPTER 2 Strategy and Corporate Culture in High-Tech Firms Strategic Market Planning in High-Tech Companies Planning at Medtronic 44 39 42 Strategy in the High-Tech Firm Key Strategy Decisions 46 Strategy Innovation 49 46 Competitive Advantage--The Objective of Strategy 51 53 Resources and Competencies 51 Tests of Competitive Advantage for Superiority and Sustainability Approach to Developing Resources and Competencies 56 Culture and Climate in Innovative Companies Cultural Obstacles to Innovativeness 58 Cultural Facilitators of Innovation 5 9 Applying Lessons of Innovativeness on the Internet 57 69 v vi Contents Challenges for Small Companies Funding Concerns Other Resources 71 74 70 Navigating a Complex Environment 75 Summary 76 CHAPTER 3 Relationship Marketing: Partnerships and Alliances Partnerships and Alliances 84 Types of Partnerships 84 Reasons for Partnering 86 Risks Involved in Partnering 91 Factors Contributing to Partnership Success 82 92 Customer Relationships 96 100 Acquisition Strategy 97 Customer Relationship and Retention Strategies Summary 102 Appendix A: Learning from Partners in Collaborative Relationships 104 CHAPTER 4 Market Orientation and RandD­Marketing Interaction in High-Technology Firms 108 What It Means to Be Market Oriented Becoming Market Oriented 112 115 Barriers to Being Market Oriented 114 The Hidden Downside of a Market Orientation 110 RandD--Marketing Interaction 117 Nature of RandD--Marketing Interaction: Breakthrough versus Incremental Innovations 120 Barriers to RandD--Marketing Collaboration 120 Achieving RandD--Marketing Integration 121 Summary 127 CHAPTER 5 Marketing Research in High-Tech Markets Gathering Information: High-Tech Marketing Research Tools Concept Testing 135 Conjoint Analysis 136 Customer Visit Programs 136 Empathic Design 138 Lead Users 141 Quality Function Deployment 147 Prototype Testing Beta Version Testing 150 151 131 134 Gathering Competitive Intelligence 153 Contents vii Forecasting Customer Demand Forecasting Methods 157 Other Considerations in Forecasting 156 158 Summary 160 Technical Appendix: What Is Conjoint (Tradeoff) Analysis? 164 CHAPTER 6 Understanding High-Tech Customers Customer Purchase Decisions Categories of Adopters Crossing the Chasm 176 181 168 172 172 Process of Customer Purchase Decisions The Choice of Customer: Segmenting Markets and Selecting Target Markets 185 Customer Strategies to Avoid Obsolescence 194 Customer Migration Decisions Marketers' Migration Options 194 195 Summary 197 CHAPTER 7 Product Development and Management Issues in High-Tech Markets 200 Technology Development The "What to Sell" Decision 202 207 Possible Options 207 What Decision Makes Sense? 208 Technology Transfer Considerations Modularity 212 Platforms and Derivatives 211 Product Architecture: Modularity, Platforms, and Derivatives 2 1 2 213 New Product Development Teams 216 A Cautionary Note on Issues Related to "Killing" New-Product Development 218 Developing Services as Part of the High-Technology Product Strategy Unique Characteristics of Services: Implications for High-Tech Marketing Patents 225 Copyrights 233 Trademarks 233 Trade Secrets 234 Patents or Trade Secrets? 222 219 Protection of Intellectual Property 223 236 238 Managing Intellectual Property viii Contents Summary 239 Appendix 7A: Steps in Obtaining International Patent Protection Appendix 7B: Proprietary Information Programs 246 243 CHAPTER 8 Distribution Channels and Supply Chain Management in High-Tech Markets 252 Issues in Distribution Channel Design and Management Channel Considerations in High-Tech Markets 259 259 260 Blurring of Distinctions between Members in the Supply Chain Need for Indirect Channels to Provide Value for Manufacturers Evolution of High-Tech Channels 261 Understanding Gray Markets 262 Black Markets, Piracy, and Restricted Exports 265 254 Adding New Channels: The Internet 266 267 Generating Incremental Revenue or Cannibalizing Existing Sales Avoiding Conflict 270 Managing Conflict 271 Steps in Managing Hybrid Channels 272 Expanding the View: From Distribution Channels to Supply Chains Effective Supply Chain Management 278 Trends in Supply Chain Management 280 276 Summary 282 CHAPTER 9 Pricing Considerations in High-Tech Markets The High-Tech Pricing Environment The Three Cs of Pricing Costs 290 290 290 Competition Customers 287 288 289 Customer-Oriented Pricing 293 295 Steps in Customer-Oriented Pricing 293 Implications of Customer-Oriented Pricing Pricing of After-Sales Service The Technology Paradox 300 299 Solutions to the Technology (Pricing) Paradox 301 From Free to Fee 302 Antitrust Considerations in Free Pricing 303 The Effect of the Internet on Pricing Decisions Additional Pricing Considerations Licensing Restrictions 305 Pay-per-Use versus Subscription Pricing 304 305 305 Outright Sale of Know-How versus Licensing Agreements 306 Contents ix Price Bundling Leasing 307 306 Summary 309 CHAPTER 10 Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships Advertising and Promotion Mix: An Overview Brief Overview of AandP Tools 316 Internet Advertising and Promotion Developing a Strong Brand Ingredient Branding 332 Branding for Small Business 329 334 320 313 315 The Importance of Branding in High-Tech Markets 326 New-Product Preannouncements 337 Advantages and Objectives of Preannouncements 337 Disadvantages of Preannouncements 338 Tactical Considerations in the Preannouncement Decision Categories of Customers 341 339 The Role of Marketing Communications in Customer Relationships Strategies for Customer Relationship Management 343 Customer Relationship Management Software 345 Summary 3 4 6 341 Appendix A: Search Engine Placement 350 CHAPTER 11 E-Business, E-Commerce, and the Internet Lessons from the Dotcom Boom and Bust Business Models Web Site Design 368 362 367 365 Capitalizing on the Unique Characteristics of the Online Environment Effective Website Design and Management 372 374 Web Site Management 372 Consumer Behavior and the Internet Peapod vs. WebVan 375 Inhibitors of Consumer Use of the Web Facilitators of Consumer Use of the Web Changing Distribution Channels 378 375 376 377 E-Business and Organizational (Business) Behavior 378 381 New Purchasing Approach: Utilization of B2B Electronic Marketplaces Streamlined Supply Chain Management 382 Accelerated Research and Development 385 Enhanced Knowledge Management 386 Efficient Training and Education 386 x Contents Improved Customer Service Operations Customization of Products 387 Delivery of Web Services 387 Effective Partner Relationship Management Efficient Human Resource Management 388 Gathering of Marketing Research 388 386 388 Realizing the Internet's Full Potential New Devices for Access 389 Diffusion of Broadband 389 Semantic Web 390 Overcoming Other Barriers 390 388 Summary 391 CHAPTER 12 Realizing the Promise of Technology: Societal, Ethical, and Regulatory Considerations 396 The Paradoxes of Technology and Unintended Consequences 398 Technology Paradoxes 400 Example of Backlash Due to Fears Arising from Technology: Protests over Genetically Modified Foods 405 Ethical Controversies Surrounding Technological Advances Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness 407 Benefits of the Framework 410 406 Social Responsibility and Business Decisions Social Responsibility and Innovation 416 412 The Role of the Government 419 Updating Antitrust Models 419 Examining Intellectual Property Models 421 Assisting with Access to Technology 424 Concluding Remarks: Realizing the Promise of Technology Summary 427 427 Name Index Subject Index 431 437

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