An Introduction to the Special Issue on Marketing of High-Technology Products, Services and InnovationsIndustrial Marketing Management (2008)
AbstractWe 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.
Publication DateAugust, 2008
Citation InformationShikhar Sarin and Jakki Mohr. "An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations," (2008), Industrial Marketing Management. Available at: http://works.bepress.com/shikhar_sarin/4