Strategic Marketing for High Technology Products: An Integrated Approach (Routledge Studies in Innovation, Organizations and Technology)

Fotiadis, Thomas

ISBN 10: 1138559288 / ISBN 13: 9781138559288

Published by Routledge, 2018

About this Item

Seller Inventory # 385573956

Bibliographic Details

• Title: Strategic Marketing for High Technology Products: An Integrated Approach (Routledge Studies in Innovation, Organizations and Technology)
• Publisher: Routledge
• Publication Date: 2018
• Language: English
• ISBN 10: 1138559288
• ISBN 13: 9781138559288
• Binding: Hardcover
• Condition: New

About this title

Synopsis

In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments.

It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.

About the Author

Thomas Fotiadis is Associate Professor of Marketing and is Director of the Marketing Lab, Department of Production and Management Engineering, Democritus University of Thrace in Greece.