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The Marketing of Innovations in High-Technology Companies: a Network Approach
Södertörn University, School of Business Studies, Business studies.ORCID iD: 0000-0002-4885-6014
2009 (English)In: European Journal of Marketing, ISSN 0309-0566, Vol. 43, no 3/4, 364-370 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – This article aims to consider the usefulness of network theory in examining the marketing of high-technology products and services.

Design/methodology/approach – High-tech companies are analysed in light of a network approach to marketing.

Findings – The research finds that building marketing relationships can improve the viability of high-tech companies.

Originality/value – The article contributes to the development of theory that can enhance the marketing of high-technology products and services.

Place, publisher, year, edition, pages
2009. Vol. 43, no 3/4, 364-370 p.
Keyword [en]
Innovation, Knowledge economy, Marketing, Research and development
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-6446DOI: 10.1108/03090560910935479ISI: 000265626600004ScopusID: 2-s2.0-69849086520OAI: oai:DiVA.org:sh-6446DiVA: diva2:401348
Available from: 2011-03-02 Created: 2011-02-25 Last updated: 2015-07-17Bibliographically approved

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