Technology Marketing: A New Core Competence of Technology-Based Enterprises

Jean-Philippe Escher and Hugo Tschirky

from Palgrave Macmillan

Abstract: Abstract Even in the area of technology, firms are increasingly contracting in from external sources, or contracting out their own work to third parties. This involves the areas of licensing, R&D cooperation, production and OEM briefs and commerce in technologically demanding components and part-products. The activities, which we call, ‘Technology Marketing’, depend on new processes and concepts. Why? Because known marketing methods do not sufficiently address the unique knowledge-defined nature of technologies. This chapter seeks to answer the questions: What new tasks does technology marketing embody, how should technology marketing be organized and to what extent is top management involved in technology marketing tasks?

Keywords: Core Competence; Strategic Objective; Product System Service; Technology Market; External Technology (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51277-1_11

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DOI: 10.1057/9780230512771_11

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