BREAKING THROUGH THE "BRICK WALL" — USING AN INTERDISCIPLINARY STRATEGY TO MARKET HIGH-TECH PRODUCTS

Adam Perry Tow and Amit M. Joshi
Additional contact information
Adam Perry Tow: Johnson School of Business, Cornell University, Ithaca, NY, USA
Amit M. Joshi: CBA, University of Central Florida, Orlando, FL, USA

International Journal of Innovation and Technology Management (IJITM), 2011, vol. 08, issue 02, 337-350

Abstract: Marketing high-tech products poses challenges to classically trained marketers who may be unfamiliar with a product's underlying science or technology. Often such marketing teams, lacking scientific backgrounds, find it particularly difficult to interface with R&D and truly understand a product's inner workings — something we show to be critical to fully assessing a product for effective differentiation and marketing. By utilizing a novel marketing strategy, the Interdisciplinary Strategic Marketing Framework, we show the need to hire interdisciplinarians — marketers with science backgrounds — to champion marketing teams which are able to overcome the R&D-to-Marketing communicative "brick wall" and delve into a product's technology, such that it can be marketed most effectively, fully assessing all potential science-based and classical aspects of a marketing campaign. Provided within the framework is a strategy for organizing a firm's marketing functionaries (possibly even integrating them into product development), and a system with which the (interdisciplinarian) marketer can efficiently categorize high-tech products, as well as corresponding methodologies which with to approach differentiating and marketing high-tech products. An illustrative consulting case is also included to demonstrate an application of the marketing methodologies.

Keywords: New products introduction; inter-disciplinary strategy; firm performance (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0219877011002465
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijitmx:v:08:y:2011:i:02:n:s0219877011002465

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0219877011002465

Access Statistics for this article

International Journal of Innovation and Technology Management (IJITM) is currently edited by H K Tang

More articles in International Journal of Innovation and Technology Management (IJITM) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().