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Article
An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations
Industrial Marketing Management
  • Shikhar Sarin, Boise State University
  • Jakki Mohr, University of Montana - Missoula
Document Type
Article
Publication Date
8-1-2008
Disciplines
Abstract

We are pleased to introduce this special issue on marketing of high-technology products and innovations. High-technology industries are distinguished by increasing turbulence, and time-and information-intensive environments (Mohr, Sengupta, & Slater, in press). Additionally, issues related to unique characteristics like network effects, dominant design, and technological standards increase complexity in identifying, implementing, and evaluating marketing strategies in such environments (Hills & Sarin, 2003). This special issue features papers that contribute theoretically, methodologically, and substantively to enhancing our understanding of marketing strategies in high-tech environments.

Copyright Statement

This is an author-produced, peer-reviewed version of this article. © 2009, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (https://creativecommons.org/licenses/by-nc-nd/4.0/). The final, definitive version of this document can be found online at Industrial Marketing Management, doi: 10.1016/j.indmarman.2008.04.011

Citation Information
Shikhar Sarin and Jakki Mohr. "An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations" Industrial Marketing Management (2008)
Available at: http://works.bepress.com/shikhar_sarin/14/