EconPapers    
Economics at your fingertips  
 

The Role of Marketing Strategies in Successful Disruptive Technologies

Anirban Ganguly, Naveen Das and John V. Farr
Additional contact information
Anirban Ganguly: Jindal Global School of Business, O. P. Jindal Global University, Haryana, India
Naveen Das: NSHM Business School, Kolkata, India
John V. Farr: Center for Nation Reconstruction and Capacity Development, United States Military Academy, West Point, USA

International Journal of Innovation and Technology Management (IJITM), 2017, vol. 14, issue 03, 1-20

Abstract: A disruptive technology (DT) is defined as an emerging technology whose arrival in the marketplace signifies the eventual displacement of the dominant technology in that sector. A potential DT can also facilitate the creation of new markets previously untapped or unserved by the existing products/services to address the unmet need. The identification and commercial success of a potential DT lie in understanding the market in terms of consumer behavior, developing new products/services, and subsequently developing innovative marketing strategies to promote them effectively to the target market. The purpose of this paper is to propose a set of strategies that might aid an organization to successfully market a DT (or a DT-intensive product/service). The proposed strategies are subsequently prioritized based upon empirical studies to determine their relative criticality for successful launch and sustenance of such products/services. The contribution of this paper to the domain of high-technology marketing is two-fold. First, the research conducted is expected to further socialize the notion that DT is unique among the marketing practitioners. Second, the proposed strategies along with their relative criticality will provide a set of guidelines to the decision-makers in the field of technology and marketing to gain a better understanding of DT marketing, which is fast gaining ground in an ever-intensifying competitive marketplace.

Keywords: Disruptive technology; disruptive technology marketing; emerging technology; high-technology marketing; technology marketing strategies (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S021987701750016X
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:14:y:2017:i:03:n:s021987701750016x

Ordering information: This journal article can be ordered from

DOI: 10.1142/S021987701750016X

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 ().

 
Page updated 2025-03-20
Handle: RePEc:wsi:ijitmx:v:14:y:2017:i:03:n:s021987701750016x