Title

Breaking Through The Brick Wall - Using An Interdisciplinary Strategy To Market High-Tech Products

Keywords

firm performance; inter-disciplinary strategy; New products introduction

Abstract

Marketing high-Tech products poses challenges to classically trained marketers who may be unfamiliar with a product's underlying science or technology. Often such marketing teams, lacking scientific backgrounds, find it particularly difficult to interface with R&D and truly understand a product's inner workings - something we show to be critical to fully assessing a product for effective differentiation and marketing. By utilizing a novel marketing strategy, the Interdisciplinary Strategic Marketing Framework, we show the need to hire interdisciplinarians - marketers with science backgrounds - to champion marketing teams which are able to overcome the R&D-To-Marketing communicative brick wall and delve into a product's technology, such that it can be marketed most effectively, fully assessing all potential science-based and classical aspects of a marketing campaign. Provided within the framework is a strategy for organizing a firm's marketing functionaries (possibly even integrating them into product development), and a system with which the (interdisciplinarian) marketer can efficiently categorize high-Tech products, as well as corresponding methodologies which with to approach differentiating and marketing high-Tech products. An illustrative consulting case is also included to demonstrate an application of the marketing methodologies. © 2011 World Scientific Publishing Company.

Publication Date

1-1-2011

Publication Title

International Journal of Innovation and Technology Management

Volume

8

Issue

2

Number of Pages

337-350

Document Type

Review

Personal Identifier

scopus

DOI Link

https://doi.org/10.1142/S0219877011002465

Socpus ID

84899847508 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84899847508

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