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1 – 10 of over 250000Susan H. Higgins and William L. Shanklin
Discusses the various strategies for mass merchandizingtechnologically complex products and services. Considers fear oftechnology, high‐tech aficionados, and lifestyle differences…
Abstract
Discusses the various strategies for mass merchandizing technologically complex products and services. Considers fear of technology, high‐tech aficionados, and lifestyle differences as factors in marketing high‐tech goods. Concludes that separate strategies for aficionados and non‐aficionados should be developed, and also that more customer‐oriented strategies should take into account that the aficionados themselves can be segmented by interests.
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Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in…
Abstract
Briefly reviews previous literature by the author before presenting an original 12 step system integration protocol designed to ensure the success of companies or countries in their efforts to develop and market new products. Looks at the issues from different strategic levels such as corporate, international, military and economic. Presents 31 case studies, including the success of Japan in microchips to the failure of Xerox to sell its invention of the Alto personal computer 3 years before Apple: from the success in DNA and Superconductor research to the success of Sunbeam in inventing and marketing food processors: and from the daring invention and production of atomic energy for survival to the successes of sewing machine inventor Howe in co‐operating on patents to compete in markets. Includes 306 questions and answers in order to qualify concepts introduced.
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John Story and Peggy Sue Loroz
The purpose of this paper is to propose and test a series of precepts which explain the role of technology and technology congruence in consumers' perceptions of brand extensions.
Abstract
Purpose
The purpose of this paper is to propose and test a series of precepts which explain the role of technology and technology congruence in consumers' perceptions of brand extensions.
Design/methodology/approach
A series of relationships between technological congruence and consumer evaluations of brand extensions is proposed. Regression analysis and a series of planned contrasts are employed to test these relationships.
Findings
In general, extensions that are higher in overall technology content are perceived as being higher in quality. Higher technology brands benefit from a superordinate brand technology effect. However, this technology content effect is moderated by the congruence/incongruence of the levels of technology of the brands, products, and attributes.
Research limitations/implications
The primary limitations of this research are that it focused on a relatively small and homogeneous segment of the population (average age 24) and it tested the effects of technological incongruence only on perceived quality.
Practical implications
These results have extensive implications for designing and positioning brand extensions in the market. The implications are particularly salient for brands that are perceived as employing relatively low technology.
Originality/value
These results improve one's understanding of customers' responses to brand extensions, particularly when the product or associated attributes are technologically incongruent with the brand.
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The results of a survey on personnel practicesand the way different members of an organisationperceive the personnel function are reported. Thearticle focuses on the manufacturing…
Abstract
The results of a survey on personnel practices and the way different members of an organisation perceive the personnel function are reported. The article focuses on the manufacturing sector, comparing personnel practices in high‐ and medium‐technology companies. The relative importance which personnel superiors, line managers and personnel managers attached to the various personnel activities is also explored. The survey was conducted in Singapore in 1988 and included 58 medium‐technology and 22 high‐technology firms. The sample of 80 firms included 60 MNCs of non‐Singaporean origin.
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Product innovation is central to the success of most companies. The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth. But not…
Abstract
Product innovation is central to the success of most companies. The rewards of a successful innovation programme are highly visible in terms of sales, profits and growth. But not so apparent are the strategies that underlie these product innovation efforts. This monograph is about the ingredients of a winning new product strategy — about strategic decisions on markets, technologies, products — that result in a successful innovation programme.
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Kathleen Allen and Timothy Stearns
High technology entrepreneurs have received increased attention over the past decade as it is now recognized that these entrepreneurs are able to build companies that generate high…
Abstract
High technology entrepreneurs have received increased attention over the past decade as it is now recognized that these entrepreneurs are able to build companies that generate high wage employment and high levels of wealth. While much anecdotal evidence has been offered as to who these entrepreneurs are, little is known about their early efforts to launch a high technology company. Based on the most recent data that specifically profiles nascent entrepreneurs throughout the United States, we extrapolate and discuss implications of our findings. Specifically, we identify who, where, when, and why these entrepreneurs are engaged in this important form of business launch. We conclude by suggesting how decision-makers and institutions can better facilitate and nurture the launch of high technology firms.
Martin A. Sims and Nicholas O’Regan
Technology is defined by Krajewski and Ritzman (2000, p. 17) as ‘the know-how, physical things, and procedures used to produce products and services’. Over the past two decades…
Abstract
Technology is defined by Krajewski and Ritzman (2000, p. 17) as ‘the know-how, physical things, and procedures used to produce products and services’. Over the past two decades, the development of high-technology-based firms has been actively encouraged by governments and development agencies (Westhead & Storey, 1994) as a source of competitive advantage. In many cases, small high-technology-based firms have effectively exploited market opportunities. This has been helped by the emergence of generic technologies, most notably information technology that is knowledge intensive rather than capital and labour intensive (Rothwell, 1994, p. 12). Such technologies have been effectively used to open up new market niches for small- and medium-sized firms (SMEs). Accordingly, high-technology firms have become well established as sources of both competitiveness and employment creation (Oakey, 1991).
Jochem T. Hummel and Nima Amiryany
This study focuses on intra-industry determinants of acquisition performance. Seven years of printed research on acquisitions from 10 top-tier business journals is categorized on…
Abstract
This study focuses on intra-industry determinants of acquisition performance. Seven years of printed research on acquisitions from 10 top-tier business journals is categorized on the basis of R&D intensity – that is, per industry classification: high-, medium-, and low-technology – and determinants of acquisition performance. Instead of broadly generalizing acquisition performance determinants across industries, this study focuses on how the practice of enhancing acquisition performance is different per industry classification and what acquiring firms need to take into account.
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Xiongfeng Pan, Ma Lin Song, Jing Zhang and Guangyou Zhou
This paper aims to identify the influence of innovation network and technological learning on innovation performance of high-tech cluster enterprises.
Abstract
Purpose
This paper aims to identify the influence of innovation network and technological learning on innovation performance of high-tech cluster enterprises.
Design/methodology/approach
Using a questionnaire, data are collected from Dalian High-tech Industrial park in China. In addition, structural equation model is used to identify the influence of innovation network and technological learning on the innovation performance of high-tech cluster enterprise.
Findings
The findings of this study show that the centrality of network location and the strength of the network relationship have a direct positive effect on technology acquisition, technology digestion and technology exploit of high-tech cluster enterprises. Meanwhile, technology acquisition has a direct positive effect on technology digestion, technology digestion has a direct positive effect technology exploit, and technology exploit has a direct positive effect innovation performance of high-tech cluster enterprises.
Practical implications
To improve innovation performance, high-tech cluster enterprises should not only nurture and optimize innovation networks but also improve technological learning ability.
Originality/value
This paper empirically supports the significant influence of innovation network and technological learning on innovation performance. While the results provide guidance for researchers and practitioners, it also adds value to innovation-related research.
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David M. Gardner, Frank Johnson, Moonkyu Lee and Ian Wilkinson
Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for…
Abstract
Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology‐based products. The purpose of this paper is to answer such fundamental questions as: what a high technology product is; what dimensions differentiate between high and low technology products and their marketing strategies; and what types of marketing strategies high technology companies should use. These issues are tackled from a contingency theory perspective with the assumption that marketing of high technology products, compared to that of low technology products, is influenced by different industry/market situations, and thus strategies should be designed and used differently. The paper reports the results from a survey of over 100 Australian firms, which examined the environment‐strategy‐performance link for low versus high technology‐based products. It discusses the implication of the results for marketers of high‐tech products.
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