THE BOOK
BOOK OVERVIEW
Chapter 1
Introduction to High Technology
This chapter provides an overview of the high-technology environment,
and its key characteristics. Special attention in this revised edition
is given to the issue of network externalities, and the need to develop
industry standards. Chapter 1 also introduces the notion that high-tech
marketing strategies should be tailored to the type of innovation
(incremental or radical). This notion of the contingent effects of
the type of innovation on marketing strategies is carried through
subsequent chapters.
Chapter 2
Strategy and Corporate Culture in High-Tech Firms
This chapter presents the strategic planning process in high-tech
companies; in particular it focuses on the need to develop competitive
advantage, and how to do so. The second part of this chapter focuses
on culture and climate in innovative companies, noting the forces
that can lead established companies to become complacent (i.e., the
innovator's dilemma), and the characteristics of companies that overcome
such forces and characteristics such as creative destruction, corporate
imagination, ‘unlearning,’ reliance on product champions,
and so forth. The final section in this chapter addresses challenges
for small high-tech start-ups, including the vexing problem of resources,
as well as ways to leverage their unique strengths.
Chapter 3
Relationship Marketing: Partnerships and Alliances
This chapter recognizes the vital role that partnerships and alliances
play in effective high-tech strategies. Special attention is given
in the second half of this chapter to customer relationships. This
material has been strengthened with the addition of recent research
linking customer loyalty to company profitability.
Chapter 4
Market Orientation and R&D-Marketing Interaction in High-Technology
Firms
This chapter covers the domain of market orientation, a particularly
important consideration for high-tech firms, yet a skill or mind-set
that is particularly difficult to implement in technology-driven organizations.
The second half of this chapter addresses the difficult dynamic between
R&D and marketing personnel. The incorporation of best-practices
and cutting-edge research offer insights to manage this important
dynamic.
Chapter 5
Marketing Research in High-Tech Markets
This chapter presents an overview of the research tools high-tech
marketers can use to gather information about their customers. Concept
testing, conjoint analysis, customer visit programs, empathic design,
lead users, quality function deployment, prototype testing and beta
testing are covered, with examples provided for the types of insights
each can offer. This chapter concludes with sections on gathering
competitive intelligence and forecasting customer demand for high-tech
products.
Chapter 6
Understanding High-Tech Customers
This chapter addresses a particularly challenging aspect of high-tech
marketing: understanding customer decision making for high-tech products,
and how marketing to early adopters must be different than marketing
to late adopters. This chapter draws heavily on the work of Everett
Rogers (Diffusion of Innovations) and Geoffrey Moore (Crossing the
Chasm, and Inside the Tornado). The market segmentation process is
reviewed. Finally, ways in which high-tech marketers can manage customers'
migration decisions (in moving to subsequent generations of new technology)
wrap up the final section of this chapter
Chapter 7
Product Development and Management Issues in High-Tech Markets
This chapter presents the framework of a technology map to guide product
development. Pertinent considerations include decisions about technology
transfer and licensing, product modularity, platforms and derivatives,
protection of intellectual property, and so forth. This chapter has
been strengthened with the addition of material on the intersection
of technology and services, and the marketing issues surrounding that
intersection.
Chapter 8
Distribution Channels and Supply Chain Management in High-Tech Markets
This chapter provides a framework for making distribution decisions.
Focus is given to the use of the Internet as a distribution channel,
and the need to manage the transition, resulting conflict with existing
channels, and how to harmonize/integrate across channels. The final
section of this chapter navigates the complex world of supply chain
management for high-tech products.
Chapter 9
Pricing Considerations in High-Tech Markets
This chapter provides a framework for pricing decisions, with heavy
emphasis on customer-oriented pricing. Moreover, in light of the rapid
price declines in many high-tech industries, focused attention is
given to strategies used to generate profits in light of the ‘technology
paradox’ (how to make money when the price of product is declining
rapidly). New sections related to the pricing of after-sales services,
moving from ‘free to fee,’ and price bundling offer new
insights in this revised edition.
Chapter 10
Advertising and Promotion in High-Tech Markets: Tools to Build and
Maintain Customer Relationships
This chapter emphasizes the importance of using advertising and promotion
tools to develop a strong brand name (as one mechanism to allay customer
anxiety), the need to manage product pre-announcements, and communication
tools used in managing customer relationships. This chapter now includes
material on using the Internet for advertising and promotion (covered
in the prior edition in Chapter 11).
Chapter 11
E-Business, E-Commerce and the Internet
This chapter provides the context for e-business and e-commerce by
providing brief highlights of the past three years. Key take-aways
in terms of success factors and barriers to success are highlighted.
The chapter is organized into sections related to the Internet and
Consumers; and the Internet and Business Customers. New material related
to Web services and other new Internet technologies are covered in
this revision.
Chapter 12
Realizing the Promise of Technology: Societal, Ethical, and Regulatory
Considerations
This chapter concludes with consideration of snafus and other concerns
that can either facilitate or inhibit the ability of a new innovation
to realize its potential. Issues include unintended consequences of
technology, the paradoxes customers face in adopting and using technology,
ethical controversies arising from technological advances, social
responsibility and business in technology arenas, and government regulation.
Updated coverage of digital piracy, the digital divide, and other
timely issues reflect recent trends in this area. |
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Book: |
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ISBN:
0-13-141168-3
Publisher: Prentice Hall
Copyright: 2005 |
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