TY - JOUR
T1 - An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations
AU - Sarin, Shikhar
AU - Mohr, Jakki
PY - 2008/8/1
Y1 - 2008/8/1
N2 - 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.
AB - 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.
UR - https://scholarworks.boisestate.edu/marketing_facpubs/4
UR - http://www.scopus.com/inward/record.url?scp=49549110920&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2008.04.011
DO - 10.1016/j.indmarman.2008.04.011
M3 - Article
VL - 37
SP - 626
EP - 628
JO - Marketing Faculty Publications and Presentations
JF - Marketing Faculty Publications and Presentations
IS - 6
ER -