An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations

Shikhar Sarin, Jakki Mohr

Research output: Contribution to journalArticlepeer-review

6 Scopus citations
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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.

Original languageAmerican English
Pages (from-to)626-628
Number of pages3
JournalMarketing Faculty Publications and Presentations
Volume37
Issue number6
DOIs
StatePublished - 1 Aug 2008

EGS Disciplines

  • Marketing

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