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

Shikhar Sarin; Jakki Mohr

doi:10.1016/j.indmarman.2008.04.011

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

Shikhar Sarin
, Jakki Mohr

Marketing Department

Research output: Contribution to journal › Article › peer-review

7 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 language	American English
Pages (from-to)	626-628
Number of pages	3
Journal	Industrial Marketing Management
Volume	37
Issue number	6
DOIs	https://doi.org/10.1016/j.indmarman.2008.04.011
State	Published - 1 Aug 2008

EGS Disciplines

Marketing

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

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.",

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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

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JO - Industrial Marketing Management

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ER -

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

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