Marketing Strategies for Commercialization of New Technologies
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Technological Innovation: Generating Economic Results
ISBN: 978-1-78635-238-5, eISBN: 978-1-78635-237-8
Publication date: 2 August 2016
Abstract
This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product’s marketing strategy. Marketing strategy development is a dynamic process that is impacted by many factors. This chapter highlights the dynamic nature of this process as well as providing insight as to the fundamental considerations in strategy formulation.
Keywords
Citation
Vincent, L. (2016), "Marketing Strategies for Commercialization of New Technologies
Publisher
:Emerald Group Publishing Limited
Copyright © 2016 Emerald Group Publishing Limited