STRATEGIC MARKETING IN TECHNOLOGY-BASED NEW VENTURES: EXPLORATION OF A PUZZLE

Dennis M. Ray
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Dennis M. Ray: School of Business and Economics, University of Auckland, New Zealand

Journal of Enterprising Culture (JEC), 1998, vol. 06, issue 01, 59-94

Abstract: The purpose of this article is to explore the foundations of the strategic marketing concept in technology-based new ventures and illustrate the various meanings of strategic marketing through an analysis of a series of vignettes and a New Zealand mini-case study. The intent is to clarify the concept of strategic marketing and create a model of the strategic marketing process in a new venture.

Date: 1998
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Persistent link: https://EconPapers.repec.org/RePEc:wsi:jecxxx:v:06:y:1998:i:01:n:s0218495898000059

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DOI: 10.1142/S0218495898000059

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