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1 – 10 of over 189000
Book part
Publication date: 19 September 2019

Utpal Dholakia

The dominant worldview among marketers is one of technology optimism, which holds that technological advances influence consumers and businesses in positive ways. In direct…

Abstract

The dominant worldview among marketers is one of technology optimism, which holds that technological advances influence consumers and businesses in positive ways. In direct contrast to this perspective, I advance the thesis that at the organizational frontlines where marketers interact with consumers by observing, informing, persuading, negotiating and co-creating with, and entertaining them, technology commonly produces unforeseen and unexpected effects on consumers with significant negative implications for marketers. The result is Adverse Technology-Consumer Interactions (ATCIs). Marketing practitioners play an instrumental role in producing and exacerbating ATCIs. Yet, I argue they have few incentives to fully investigate the underlying reasons, understand their scope, or find solutions to these potentially troublesome phenomena. Academic researchers, however, are uniquely poised to identify ATCIs, investigate them in depth by considering their industry-wide and society-wide import, develop appropriate theoretical frameworks, and design and test solutions to alleviate their effects. I develop these ideas by considering two ATCIs, falling response rates to customer surveys and customer reactance to frequent price changes. I also point out promising research opportunities for both these phenomena.

Details

Marketing in a Digital World
Type: Book
ISBN: 978-1-78756-339-1

Keywords

Book part
Publication date: 1 October 2007

Ashish Arora, Andrea Fosfuri and Alfonso Gambardella

Firms have typically tried to profit from their technical innovations by selling them indirectly, embedded in goods and services. Markets for technology, in which innovations are…

Abstract

Firms have typically tried to profit from their technical innovations by selling them indirectly, embedded in goods and services. Markets for technology, in which innovations are sold or licensed, have been much rarer. Yet, trade in technology has grown systematically over the past 20 years, as reflected in the growth of arrangements such as licensing agreements, R&D joint ventures, and contract R&D. Recent estimates indicate that royalties received by American corporations for industrial processes may amount to about a quarter of total U.S. R&D. A number of supporting institutions that facilitate effective dissemination of information, standardization, and contracting are vital to the rise and functioning of markets for technology. Intellectual property rights, and in particular patents, are one such institution. The main objectives of this survey are to review critically the literature on the relationship between trade in technology and patent protection, and to assess the contribution of stricter and better-defined patent protection to the emergence of technology markets. We start our survey by providing a tentative taxonomy of markets for technology and some recent evidence on their extent and evolution. We then explore several reasons why firms would be willing to act as suppliers in the market for technology. The core of the survey revolves around the idea that patents facilitate the development of markets for technology in several ways: They enhance the ability of the licensor to extract rents from its innovation; they reduce costs in technology trade by forcing an increased codification of knowledge; they reduce information asymmetries, opportunistic behaviors, and transaction costs. However, the literature also points to some potential costs of stronger patents, including litigation costs and the problem of “anti-commons.” Finally, we explore the implications of patents and markets for technology for entry, competition and industry dynamics.

Details

Intellectual Property, Growth and Trade
Type: Book
ISBN: 978-1-84950-539-0

Article
Publication date: 1 March 1988

Tansu Barker and Martin L. Gimpl

Strategy is examined, using newness of products, markets and technology as the variables. An understanding of newness with reference to the concept of continuous vs. discontinuous…

Abstract

Strategy is examined, using newness of products, markets and technology as the variables. An understanding of newness with reference to the concept of continuous vs. discontinuous innovation along these three dimensions could facilitate evaluation of market and profit potential and the risk factor. Furthermore, this classification system may suggest new business opportunities by indicating gaps in the market and pointing out the critical factor(s) associated with those gaps.

Details

Marketing Intelligence & Planning, vol. 6 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 15 November 2022

Kritcha Yawised, Darlin Apasrawirote, Maneerut Chatrangsan and Paisarn Muneesawang

The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption…

Abstract

Purpose

The purpose of this study is to conduct a systematic literature review of the adoption of immersive marketing technology (IMT) in terms of strategic planning of its adoption, resource requirements and its implications and challenges.

Design/methodology/approach

This study categorizes and contextualizes qualitative approaches to evaluate the literature, with Scopus databases serving as the primary source of 90 selected articles in the areas of information technology, business and marketing strands. Theme analysis was carried out using thematic techniques and grounded approach principles to facilitate thematic coding and generate theme analysis.

Findings

The analysis was supported by the three concepts of business flexibility, agility and adaptability, which were drawn as a strategy for IMT adoption. The findings presented three main themes: proactive flexibility, responsive agility and reactive adaptability that enable business owner–managers to craft a strategy for IMT adoption.

Originality/value

The novel contribution of this study is the inclusion of key implications related to IMT as a starting point of the next level of innovative marketing for all academics, practitioners and business owner–managers.

Details

Journal of Entrepreneurship in Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4604

Keywords

Article
Publication date: 25 August 2022

Varun Gupta, Luis Rubalcaba, Chetna Gupta and Leandro Pereira

The purpose of this study is to identify the factors leading to adoption of social networking sites (SNS) by librarians of entrepreneurial libraries to provide support to business…

Abstract

Purpose

The purpose of this study is to identify the factors leading to adoption of social networking sites (SNS) by librarians of entrepreneurial libraries to provide support to business community in their market research. Identification of these adoption factors will help to design SNS in the way that led to their seamless diffusion in university libraries, making them capable of providing reliable and useful market knowledge to the business community.

Design/methodology/approach

To meet the research objectives, this study is based on the technology adoption model (TAM). The survey was conducted with 50 librarians of various universities across Europe, Asia, America, Africa and Australia, sampled through non probabilistic sampling techniques-purposive and snowball sampling. The collected data are analyzed through partial least squares structural equation modeling (PLS-SEM) to estimate the formulated structural equation model using SmartPLS 3.2.9 software version.

Findings

The results indicate that university librarians have high perception about usefulness and ease of using SNS for meeting their business objectives. The perceived usefulness (PU) is solely based on the prolonged adoption of SNS technology in personal lives of the librarians. The perceived ease of use (PEU) is triggered by the increasing quality of evolving SNS technology, especially user friendliness. The prolonged use of technology, increasing market entry of brands and improving quality of SNS will overcome librarian resistance to use SNS for market research related support to business community. Evolving technologies are more likely to be adopted seamlessly in entrepreneurial libraries.

Research limitations/implications

This study has implications for librarians, entrepreneurs and technology providers. Librarians should have flexible technology adoption policies in place to keep technology adoption synchronized with changing market conditions. Entrepreneurs should share clear and accurate business needs as well as practicing ethical and lawful business practices. They should also help libraries to gain new skills to make future adoption easier. Technology providers should focus on improving the quality of their technology by increasing their functional utilities, performance and reliability as well as making them more user-friendly.

Originality/value

This study investigates technology adoption of SNS in libraries from the perspective of providing market research related services to entrepreneurs rather than just digitalizing library services for student users.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 1 October 1995

M.J. Meldrum

Although the marketing of high technology has attracted a number ofwriters over the 1980s and 1990s, there is, as yet, no shared agreementas to the critical issues marketing

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Abstract

Although the marketing of high technology has attracted a number of writers over the 1980s and 1990s, there is, as yet, no shared agreement as to the critical issues marketing managers must address to be successful in this area. Based on observation and experience, suggests a framework of six emerging themes which regularly appear when examining marketing in the high‐technology arena and which are closely – related to the key characteristics of high‐tech products. Each of the themes identified has implications for the marketing task facing marketing managers of high‐tech products – they reinforce the need to address both internal and external marketing issues and the importance of further research to develop paradigms appropriate to successful commercial activities in high‐technology industries. Includes the “softer” problems of technology seduction and the usefulness of concepts such as the technology life cycle, and also covers the need to focus on credibility, standards, positioning and infrastructure, all of which impact on the way marketing managers will orchestrate the marketing mix. The themes in no way replace standard marketing approaches, but do provide a background for the formulation of marketing strategy and a basis for further development in this area.

Details

European Journal of Marketing, vol. 29 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 October 2000

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

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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.

Details

European Journal of Marketing, vol. 34 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 July 1978

Nigel Piercy

Introduction This paper attempts to define and illustrate an approach to marketing analysis which reflects the needs, capabilities and resources of decision makers in…

Abstract

Introduction This paper attempts to define and illustrate an approach to marketing analysis which reflects the needs, capabilities and resources of decision makers in organisations where no sophisticated, explicit marketing information systems exist, and where no advanced marketing research or model‐building is feasible. Typically, this is likely to include small and medium sized manufacturers operating in national and export marketing, rather than the large public corporations and multi‐national marketing companies. This is described as an alternative technology, an analogy drawn from popular usage, where the “technology” and sophistication of marketing research methods used, and the complexity of results produced, should be matched not only with the decision maker's needs for information, but also his resources and ability to handle information. The argument put forward is that we can distinguish between companies in terms of their economic development, in a similar way to the more familiar distinctions made between countries, and that this differentiation has important implications for the “technology” of marketing management information which is most appropriate. This viewpoint is justified in the first part of the paper, in terms of its relationship with marketing theory and management practice. Once the rationale of the alternative technology approach has been established, we can continue by looking at some of the practical applications of the concept. The approach is illustrated firstly, by looking at the use of basic sales data and some of the possibilities for creative analysis to isolate trends and to understand changes in the components making up total sales performance. Secondly, the alternative technology concept is illustrated by examining some of the qualitative and semi‐qualitative methods available for development to provide data on markets and their structure and trends, and the potential for co‐operative research in some markets. It is stressed throughout that these approaches can offer the decision maker useful data, but that it is important to validate these data before they are used. While this paper examines some of the main issues briefly, it is hoped that it will be seen as part of moves to give more rigorous attention to the marketing analysis and research needs of the less sophisticated firm and its marketing information system, which may be quite different in the real world to the needs of the larger organisation.

Details

Management Decision, vol. 16 no. 7
Type: Research Article
ISSN: 0025-1747

Book part
Publication date: 22 September 2009

Bruno Cassiman and Alfonso Gambardella

Before firms can focus on the development and commercialization of a given innovation, they have to address a more fundamental strategic issue – namely, what is their innovation…

Abstract

Before firms can focus on the development and commercialization of a given innovation, they have to address a more fundamental strategic issue – namely, what is their innovation strategy and how can they organize the innovation process. This involves three basic questions: (1) whether to invest in R&D, (2) how much to invest in R&D, and, (3) which type of R&D to perform. While these three questions have typically been studied in isolation, we argue that they are intimately linked with the choice of the innovation strategy of the firm. How the firm develops and commercializes a particular innovation will be a consequence of its innovation strategy.

Details

Economic Institutions of Strategy
Type: Book
ISBN: 978-1-84855-487-0

Open Access
Article
Publication date: 26 December 2023

Christian Kowalkowski, Jochen Wirtz and Michael Ehret

Technology-enabled business-to-business (B2B) services contribute the largest share to GDP growth and are fundamental for an economy’s value creation. This article aims to…

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Abstract

Purpose

Technology-enabled business-to-business (B2B) services contribute the largest share to GDP growth and are fundamental for an economy’s value creation. This article aims to identify key service- and digital technology-driven B2B innovation modes and proposes a research agenda for further exploration.

Design/methodology/approach

This conceptual paper adopts a techno-demarcation view on service innovation, encompassing three core dimensions: service offering (the service product, or the “what”), service process (the “how”) and service ecosystem (the “who/for whom”). It delineates the implications of three digital technologies – the internet-of-things (IoT), intelligent automation (IA) and digital platforms – for service innovation across these core dimensions in B2B markets.

Findings

Digital technology has immense potential ramifications for value creation by reshaping all three core dimensions of service innovation. Specifically, IoT can transform physical resources into reconfigurable service products, IA can augment and automate a rapidly expanding array of service processes, while digital platforms provide the technical and organizational infrastructure for the integration of resources and stakeholders within service ecosystems.

Originality/value

This study suggests an agenda with six themes for further research, each linked to one or more of the three service innovation dimensions. They are (1) new recurring revenue models, (2) service innovation in the metaverse, (3) scaling up service innovations, (4) ecosystem innovations, (5) power dependency and lock-in effects and (6) security and responsibility in digital domains.

Details

Journal of Service Management, vol. 35 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

1 – 10 of over 189000