Marketing of High-Technology Products and Innovations (2nd Edition)

Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All these factors stack the odds against success in high-tech marketing. This book provides frameworks for systematic decision making about marketing in such technology-intensive environments. It offers insights about how marketing tools and techniques must be adapted and modified for marketing high technology products and innovations, highlighting possible pitfalls, mitigating factors, and the "how-to’s" of successful high tech marketing.

The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management issues, intellectual property considerations, distribution channels and supply chain management, pricing considerations, advertising and promotion, branding high-tech products, preannouncing high-tech products, high-technology marketing and the Internet, corporate social responsibility, resolving ethical dilemmas in the high-tech arena.

The book covers a wide range of technologies and industries, including telecommunications, information technology (hardware and software), biotechnology, nanotechnology, and consumer electronics.

Jakki Mohr (Ph.D. 1989, University of Wisconsin, Madison) is the Jeff and Martha Hamilton Faculty Fellow and Professor of Marketing at the University of Montana-Missoula. Prior to joining the University of Montana in the Fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder. Before beginning her academic career, she worked in Silicon Valley in the advertising area for Hewlett Packard’s Personal Computer Group and TeleVideo Systems. Dr. Mohr’s award-winning research has been published in the Journal of Marketing, the Strategic Management Journal, the Journal of Marketing and Public Policy, the Journal of Retailing, the Journal of High Technology Management Research, Marketing Management, and Computer Reseller News. Her interests lie primarily in the area of marketing of high-technology products and services, including a broad range of technologies, including but not limited to the Internet and c-commerce. An award-winning teacher,! she teaches courses in the Marketing of High-Technology Products and Services, Business-to-Business Marketing, Electronic Commerce and Internet Marketing, and Marketing Management. She has taught executive education and provided consulting to a variety of national and international companies and groups.

Sanjit Sengupta (Ph.D. 1990, University of California, Berkeley) is Professor and Chair of the Marketing Department at San Francisco State University. He teaches courses in Strategic Marketing, Business-to-Business Marketing and E-Business Marketing Strategy. Prior to joining San Francisco State in Fall 1996, Dr. Sengupta was an assistant professor at the University of Maryland, College Park, where he received two teaching awards. He has taught in many executive development programs in the USA, Finland and South Korea. His research interests include new product development and technological innovation, strategic alliances, sales management, and international marketing. His award-winning research has been published in many journals including Academy of Management Journal, Journal of Marketing, and Journal of Product Innovation Management. Prior to his academic career, Dr. Sengupta worked in sales and marketing for Hindustan Computers Limited and CMC Limited in Bombay, India.

Stanley Slater (PhD, University of Washington) is a Professor of Marketing at Colorado State University. From 1996-2002 he was a Professor and the Director of the Business Administration Program at the University of Washington’s Bothell Campus where he was instrumental in launching an MBA Program designed specifically for professionals in technology-oriented businesses. Dr. Slater’s major research interests are in the areas of the role of a market orientation in organizational success and marketing’s role in business strategy implementation. He has published more than 40 articles on these and other topics in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, the Strategic Management Journal, and the Academy of Management Journal, among others. He has won "Best Paper" awards from the International Marketing Review and the Marketing Science Institute. Prior to his academic career, he held professional and managerial positions with IBM and with the Adolph Coors Company. Dr. Slater has consulted with units of Hewlett-Packard, Johns-Manville, Monsanto, United Technologies, Cigna Insurance, Qwest, Philips Electronics, and Weyerhaeuser.