The Marketing of Innovations in High-Technology Companies: a Network Approach
2009 (English)In: European Journal of Marketing, ISSN 0309-0566, Vol. 43, no 3/4, 364-370 p.Article in journal (Refereed) Published
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.
Innovation, Knowledge economy, Marketing, Research and development
IdentifiersURN: urn:nbn:se:sh:diva-6446DOI: 10.1108/03090560910935479ISI: 000265626600004ScopusID: 2-s2.0-69849086520OAI: oai:DiVA.org:sh-6446DiVA: diva2:401348