Co-Creation of High-Tech Products in the B2B Domain, Leontin Karl Grafm?ller

Автор: Monika Maria M?hring
Название: Innovation in a High Technology B2B Context
ISBN: 3658057203 ISBN-13(EAN): 9783658057206
Издательство: Springer
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Цена: 9390.00 р.
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Описание: Investment goods and services require the particular acceptance of buying, technical and strategic departments in customer organisations. The empirical evidence of large scale consumer (B2C) studies therefore bear no validity for B2B decision scenarios in large corporations.

Автор: Fotiadis, Thomas (democritus University Of Thrace, Greece.)
Название: Strategic marketing for high technology products
ISBN: 1138559288 ISBN-13(EAN): 9781138559288
Издательство: Taylor&Francis
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Цена: 23734.00 р.
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Описание:

In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products - and especially cutting edge ones - involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments.