Marketing technologically advanced products

Horst O. Bender

European Management Journal, 1989, vol. 7, issue 2, 159-165

Abstract: This paper calls for a merger of technology and marketing under a customer value perspective; for an enhancement of the traditional technological innovation orientation of the technology-based firm with a market thrust. It establishes technology-based products as product-service offerings that are derived from technological innovation. The aim in marketing technology-based products is an improved understanding of how an organization can combine a technology orientation with a customer value thrust that is common to the firm. In combining this technology and market orientation, the technology-based firm must strive to create and recreate differential customer value through product, process, service, and organizational innovation.

Date: 1989
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