PLANNING MARKET DEVELOPMENT IN HIGH-TECH FIRMS

This paper examines alternative growth strategies for high-technology firms. Using an expanded growth strategy matrix, the paper presents the proposition that the high failure rate among hightech firms and products is a result of their failure to realize that they are no longer competing in a high-tech market environment, and the need to develop markets. Drawing examples from recent high-tech strategic failures, the paper shows that the market environment of these firms is not high-tech, and that the failures result from a lack of traditional business-to-business market development.