Publication result detail

MARKETING IN HIGH-TECHNOLOGY FIRMS

POLLARD, D.; ŠIMBEROVÁ, I.

Original Title

MARKETING IN HIGH-TECHNOLOGY FIRMS

English Title

MARKETING IN HIGH-TECHNOLOGY FIRMS

Type

Peer-reviewed article not indexed in WoS or Scopus

Original Abstract

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

English abstract

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

Keywords

Marketing, Marketing Orientation. Marketing Management, High Technology Firms.

Key words in English

Marketing, Marketing Orientation. Marketing Management, High Technology Firms.

Authors

POLLARD, D.; ŠIMBEROVÁ, I.

RIV year

2013

Released

11.05.2012

Publisher

Vilnius Gediminas University

Location

Lithuania

ISBN

1648-0627

Periodical

Business: Theory and Practice

Volume

13

Number

4

State

Republic of Lithuania

Pages from

465

Pages to

471

Pages count

7

BibTex

@article{BUT96909,
  author="David John {Pollard} and Iveta {Šimberová}",
  title="MARKETING IN HIGH-TECHNOLOGY FIRMS",
  journal="Business: Theory and Practice",
  year="2012",
  volume="13",
  number="4",
  pages="465--471",
  issn="1648-0627"
}