MARKETING IN HIGH-TECHNOLOGY FIRMS

被引：1

作者：

Pollard, David ^{[1
]}

Simberova, Iveta ^{[2
]}

机构：

[1] Leeds Metropolitan Univ, Leeds LS1 3HB, W Yorkshire, England

[2] Brno Univ Technol, Brno, Czech Republic

来源：

7TH INTERNATIONAL SCIENTIFIC CONFERENCE BUSINESS AND MANAGEMENT 2012 | 2012年

关键词：

marketing; marketing orientation; marketing management; high technology firms; PRODUCT DEVELOPMENT; ORIENTATION; CAPABILITIES; PERFORMANCE; INNOVATION; COMPANIES; PARADOX; SUCCESS; IMPACT;

D O I：

10.3846/bm.2012.061

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is concluded, inter alia, that high technology firms should balance their technology perspectives with the important issues related to market dynamics.

引用

页码：465 / 471

页数：7

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