Toward a theory of technology marketing: Review and suggestions for future research1

Handbook of Business-to-Business Marketing

Volumn , Issue , 2012, Pages 563-581

  Mohr, Jakki J ^a   Sengupta, Sanjit ^b   Slater, Stanley ^c  

^a UNIVERSITY OF MONTANA   (United States)

^b SAN FRANCISCO STATE UNIVERSITY   (United States)

^c Department of Environmental and Radiological Health Sciences   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84881975791     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4337/9781781002445.00042     Document Type: Chapter

References (98)

1. Aaker, David and Robert Jacobson (2001), 'The value relevance of brand attitude in high-technology markets', Journal of Marketing Research, 38 (4), 485-93.
2. Adner, Ron (2006), 'Match your innovation strategy to your innovation ecosystem', Harvard Business Review, 84 (April-May), 98-107.
3. Agarwal, Rajshree and Barry L. Bayus (2002), 'The market evolution and sales takeoff of product innovations', Management Science, 48 (August), 1024-41.
4. Anderson, Chris (2008), The Long Tail, Revised and Updated Edition: Why the Future of Business is Selling Less of More, New York: Hyperion.
5. Anderson, Chris (2009), Free: The Future of a Radical Price, New York: Hyperion.
6. Anderson, Philip and Michael Tushman (1990), 'Technological discontinuities and dominant designs: a cyclical model of technological change', Administrative Science Quarterly, 35, 604-34.
7. Atuahene-Gima, Kwaku (2005), 'Resolving the capability-rigidity paradox in new product innovation', Journal of Marketing, 69 (4), 61-83.
8. Barton, Dorothy, Edith Wilson and John Doyle (1995), 'Commercializing technology: understanding user needs', in V.K. Rangan et al. (eds), Business Marketing Strategy, Chicago: Irwin, pp. 281-305.
9. Bayus, Barry (1998), 'An analysis of product lifetimes in a technologically dynamic industry', Management Science, 44 (June), 763-75.
10. Benyus, Janine (1997), Biomimicry: Innovation Inspired by Nature, New York: McGraw-Hill.
11. Berchicci, Luca and Christopher L. Tucci (2010), 'There is more to market learning than gathering good information: the role of shared team values in radical product defi nition', Journal of Product Innovation Management, 27 (7), 972-90.
12. Capon, Noel and Rashi Glazer (1987), 'Marketing and technology: a strategic coalignment', Journal of Marketing, 51 (3), 1-14.
13. Chandy, Rajesh and Gerard Tellis (1998), 'Organizing for radical product innovation: the overlooked role of willingness to cannibalize', Journal of Marketing Research, 35 (4), 474-87.
14. Chandy, Rajesh and Gerard Tellis (2000), 'The incumbent's curse? Incumbency, size, and radical product innovation', Journal of Marketing, 64 (3), 1-17.
15. Christensen, Clayton (2006), 'The ongoing process of building a theory of disruption', Journal of Product Innovation Management, 23 (January), 39-55.
16. Christensen, Clayton M., Stephen P. Kaufman and Willy Shih (2008), 'Innovation killers: how fi nancial tools destroy your capacity to do new things', Harvard Business Review, 86 (January-February), 98-105.
17. Davidow, William (1986), Marketing High Technology, New York: The Free Press.
18. Davidson, Alistair and Brian Leavy (2007), 'Interview with innovation guru Geoff rey Moore: seeking solutions to intractable problems', Strategy & Leadership, 35 (5), 4-8.
19. Deshpandé, Rohit, John Farley and Frederick Webster (1993), 'Corporate culture, customer orientation, and innovativeness in Japanese fi rms: a quadrad analysis', Journal of Marketing, 57 (1), 23-37.
20. Dhebar, Anirudh (1996), 'Speeding high-tech producer, meet the balking consumer', Sloan Management Review, 37 (2), 37-49.
21. Elberse, Anita (2008), 'Should you invest in the long tail?', Harvard Business Review, 86 (July-August), 88-96.
22. Ford, David and Chris Ryan (1981), 'Taking technology to market', Harvard Business Review, 59 (March-April), 117-26.
23. Frias, Kellilynn, Mrinal Ghosh and Robert Lusch (2010), 'Product form choice: a multi-method approach for understanding the "commercialized form" of innovations in entrepreneurial and business markets', working paper, University of Arizona.
24. Gardner, David (1990), 'Are high-technology products really diff erent?', Working Paper #90-1706, University of Illinois at Urbana-Champaign.
25. Gardner, David, Frank Johnson, Moonkyu Lee and Ian Wilkinson (2000), 'A contingency approach to marketing high technology products', European Journal of Marketing, 34 (9/10), 1053-77.
26. Gatignon, Hubert and Thomas S. Robertson (1989), 'Technology diff usion: an empirical test of competitive eff ects', Journal of Marketing, 53 (1), 35-49.
27. Goldenberg, Jacob, Barak Libai and Eitan Muller (2002), 'Riding the saddle: how cross-market communications can create a major slump in sales', Journal of Marketing, 66 (2), 1-16.
28. Golder, Peter and Gerard Tellis (1997), 'Will it ever fl y? Modeling the takeoff of really new consumer durables', Marketing Science, 16 (3), 256-70.
29. Govindarajan, Vijay and Praveen Kopalle (2006), 'The usefulness of measuring disruptiveness of innovations ex post in making ex ante predications', Journal of Product Innovation Management, 23 (January), 12-18.
30. Grenadier, Steven and Allen M. Weiss (1997), 'Investments in technological innovations: an options pricing approach', Journal of Financial Economics, 44 (3), 397-416.
31. Grewal, Rajdeep, Anindita Chakravarty and Amit Saini (2010), 'Governance mechanisms in business-tobusiness electronic markets', Journal of Marketing, 74 (4), 45-62.
32. Grewal, Rajdeep, James Comer and Raj Mehta (2001), 'An investigation into the antecedents of organizational participation in business-to-business electronic markets', Journal of Marketing, 65 (3) 17-33.
33. Gronhaug, Kjell and Kristian Moller (2005), 'High-tech marketing: fact or fi ction?', Finnish Journal of Business Economics, 1, 91-104.
34. Gupta, Ashok K., S.P. Raj and David Wilemon (1986), 'A model for studying R&D-marketing interface in the product innovation process', Journal of Marketing, 50 (2), 7-17.
35. Hauser, John, Gerard J. Tellis and Abbie Griffi n (2006), 'Research on innovation: a review and agenda for marketing science', Marketing Science, 25 (6), 687-720.
36. Hoskisson, Robert, Daphne Yiu and Hicheo Kim (2004), 'Corporate governance systems: eff ects of capital and labor market congruency on corporate innovation and global competitiveness', Journal of High Technology Knowledge Management Research, 15 (2), 293-315.
37. Jana, Reena (2008), 'Green IT: corporate strategies', BusinessWeek, 11 February, available at http://www. businessweek.com/innovate/content/feb2008id/20080211_204672.htm.
38. Jayachandran, Satish, Subhash Sharma, Peter Kaufman and Pushkala Raman (2005), 'The role of relational information processes and technology use in customer relationship management', Journal of Marketing, 69 (4), 177-92.
39. John, George, Allen Weiss and Shantanu Dutta (1999), 'Marketing in technology-intensive markets: toward a conceptual framework', Journal of Marketing, 63 (Special Issue), 78-91.
40. Jolly, Vijay (1997), Commercializing New Technologies: Getting from Mind to Market, Boston, MA: Harvard Business School Press.
41. Kelley, Donna (2009), 'Adaptation and organizational connectedness in corporate radical innovation programs', The Journal of Product Innovation Management, 26 (5), 487-501.
42. Kim, Sang-Hoon and K.H. Huarng (2011), 'Winning strategies for innovation and high-technology product management', Journal of Business Research, 64 (11), 1147-50.
43. Knowledge@Wharton (2007), 'Who's the winner in the tug-of-war between "walled garden" and "open plain" strategies?', 5 September, available at http://knowledge.wharton.upenn.edu/article.cfm?articleid51804, accessed 28 March 2011.
44. Lee, Hau (2002), 'Aligning supply chain strategies with product uncertainties', California Management Review, 44 (Spring), 105-19.
45. Leonard, Dorothy and Jeff rey F. Rayport (1997), 'Spark innovation through empathic design', Harvard Business Review, 75 (November-December), 102-13.
46. Lichtenthaler, Ulrich (2007), 'The drivers of technology licensing: an industry comparison', California Management Review, 49 (Summer), 67-89.
47. MacMillan, Douglas, Peter Burrows and Spencer E. Ante (2009), 'Inside the app economy', BusinessWeek, 22 October, available at http://www.businessweek.com/magazine/content/09_44/b4153044881892. htm?chan5magazine1channel_top1stories.
48. Mahajan, Vijay and Kamini Banga (2005), The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the 21st Century, Upper Saddle River, NJ: Wharton School Publishing.
49. McKenna, Regis (2002), Total Access, Giving Customers What They Want in an Anytime, Anywhere World, Cambridge, MA: Harvard Business School Press.
50. Min, Sungwook, Manohar U. Kalwani and William T. Robinson (2006), 'Market pioneer and early follower survival risks: a contingency analysis of really new versus incrementally new product-markets', Journal of Marketing, 70 (1), 15-33.
51. Mohr, Jakki (2001), Marketing of High-Technology Products and Innovations, 1st edn, Upper Saddle River, NJ: Prentice Hall.
52. Mohr, Jakki and Shikhar Sarin (2009), 'Drucker's insights on market orientation and innovation: implications for emerging areas in high-technology marketing', Journal of the Academy of Marketing Science, 37 (Spring), 85-96.
53. Mohr, Jakki and Nader Shooshtari (2003), 'Introduction to the special issue: marketing of high-technology products and innovations', Journal of Marketing Theory and Practice, 11 (Summer), 1-11.
54. Mohr, Jakki, Robert Fisher and John R. Nevin (1996), 'Integration and control in interfi rm relationships: the moderating role of collaborative communication', Journal of Marketing, 60 (3), 103-15.
55. Mohr, Jakki, Sanjit Sengupta and Stanley Slater (2010), Marketing of High-Technology Products and Innovations, 3rd edn, Upper Saddle River, NJ: Prentice Hall.
56. Mohr, Jakki, Stanley Slater and Sanjit Sengupta (2006), 'Foundations for successful high-technology marketing', in R. Verburg, R.J. Ortt and W.M. Dicke (eds), Managing Technology and Innovation: An Introduction, London: Routledge Publishing, pp. 84-105.
57. Mohr, Jakki, Stanley Slater and Sanjit Sengupta (2010), 'Technology marketing', in Hossein Bidgoli (ed.), The Handbook of Technology Management, Vol. 2, Hoboken, NJ: John Wiley & Sons, pp. 421-34.
58. Moore, Geoff rey (1991), Crossing the Chasm, New York: HarperCollins.
59. Moore, Geoff rey (1995), Inside the Tornado, New York: HarperBusiness.
60. Moore, Geoff rey A. (1999), The Gorilla Game: Picking Winners in High Technology, New York: HarperBusiness.
61. Moore, James (1997), The Death of Competition: Leadership and Strategy in the Age of Business Ecosystems, New York: Harper Paperbacks.
62. Moriarty, Rowland and Thomas Kosnik (1987), 'High-tech vs. low-tech marketing: where's the beef?', Harvard Business School Case #9-588-012.
63. Moriarty, Rowland and Thomas Kosnik (1989), 'High-tech marketing: concepts, continuity, and change', Sloan Management Review, 30 (Summer), 7-17.
64. Nevens, T. Michael, Gregory L. Summe and Bro Uttal (1990), 'Commercializing technology: what the best companies do', Harvard Business Review, 68 (May/June), 154-62.
65. Norton, John and Frank Bass (1987), 'Diff usion theory model of adoption and substitution for successive generations of technology intensive products', Management Science, 33 (September), 1069-86.
66. O'Connor, Gina Colarelli (2008), 'Major innovation as a dynamic capability: a systems approach', Journal of Product Innovation Management, 25, 313-30.
67. Parasuraman, A. and Charles L. Colby (2001), Techno-Ready Marketing: How and Why Your Customers Adopt Technology, New York: The Free Press.
68. Prahalad, C.K. (2004), The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profi ts, Upper Saddle River, NJ: Wharton School Publishing.
69. Rangan, V. Kasturi and Kevin Bartus (1995), 'New product commercialization: common mistakes', in V.K. Rangan et al. (eds), Business Marketing Strategy, Chicago, IL: Irwin, pp. 63-75.
70. Rogers, Everett (1962), Diff usion of Innovations, New York: The Free Press.
71. Sarin, Shikhar and Jakki Mohr (2008), 'An introduction to the special issue on marketing of high-technology products, services, and innovations', Industrial Marketing Management, 37 (August), 626-8.
72. Sengupta, Sanjit and Kaisu Puumalainen (2011), 'Guest editors: marketing of emerging technologies', International Journal of Technology Marketing, forthcoming.
73. Shanklin, William and John Ryans (1984a), Essentials of Marketing High Technology, Lexington, MA: DC Heath.
74. Shanklin, William and John Ryans (1984b), 'Organizing for high-tech marketing', Harvard Business Review, 62 (November-December), 164-71.
75. Shapiro, Carl and Hal R. Varian (1998a), Information Rules: A Strategic Guide to the Network Economy, Cambridge, MA: Harvard Business School Press.
76. Shapiro, Carl and Hal R. Varian (1998b), 'Versioning: the smart way to sell information', Harvard Business Review, (November-December), 106-14.
77. Simanis, Erik (2010), 'Needs, needs everywhere but not a base of the pyramid market to tap', in T. London and S. Hart (eds), Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value, Upper Saddle River, NJ: Pearson, pp. 103-28.
78. Sivadas, Eugene and Robert Dwyer (2000), 'An examination of organizational factors infl uencing new product success in internal and alliance-based processes', Journal of Marketing, 64 (1), 31-49.
79. Song, Michael and Jeff Thieme (2009), 'The role of suppliers in market intelligence gathering for radical and incremental innovation', Journal of Product Innovation Management, 26, 43-57.
80. Sood, Ashish and Gerard Tellis (2005), 'Technological evolution and radical innovation', Journal of Marketing, 69 (3), 152-68.
81. Srinivasan, Raji (2008), 'Sources, characteristics, and eff ects of emerging technologies: research opportunities in innovation', Industrial Marketing Management, 37 (August), 633-40.
82. Srinivasan, Raji, Gary Lilien and Arvind Rangaswamy (2002), 'Technological opportunism and radical technology adoption: an application to e-business', Journal of Marketing, 66 (3), 47-60.
83. Srinivasan, Raji, Gary Lilien and Arvind Rangaswamy (2004), 'First in, fi rst out? The eff ects of network externalities on pioneer survival', Journal of Marketing, 68 (1), 41-58.
84. Srinivasan, Raji, Gary Lilien and Arvind Rangaswamy (2006), 'The emergence of dominant designs', Journal of Marketing, 70 (2), 1-17.
85. Srivastava, Rajendra, Tasadduq Shervani and Liam Fahey (1998), 'Market-based assets and shareholder value: a framework for analysis', Journal of Marketing, 62 (1), 2-18.
86. Stremersch, Stefan and Walter Van Dyck (2009), 'Marketing of the life sciences: a new framework and research agenda for a nascent fi eld', Journal of Marketing, 73 (4), 4-30.
87. Stremersch, Stefan, Gerard Tellis, Philip Hans Franses and Jeroen L.G. Binken (2007), 'Indirect network eff ects in new product growth', Journal of Marketing, 71 (3), 52-74.
88. Swaminathan, Vanitha and Christine Moorman (2009), 'Marketing alliances, fi rm networks and fi rm value creation', Journal of Marketing, 73 (5), 52-69.
89. Teece, David (1986), 'Profi ting from technological innovation: implications for integration, collaboration, licensing, and public policy', Research Policy, 15, 285-305.
90. Tellis, Gerard (2008), 'Important research questions in technology and innovation', Industrial Marketing Management, 37 (August), 629-32.
91. Tellis, Gerard, Eden Yin and Rakesh Niraj (2009), 'Does quality win? Network eff ects versus quality in hightech markets', Journal of Marketing Research, 46 (2), 135-49.
92. Thompson, Debora Viana, Rebecca Hamilton and Roland Rust (2005), 'Feature fatigue: when product capabilities become too much of a good thing', Journal of Marketing Research, 42 (4), 431-42.
93. Vargo, Stephen and Robert Lusch (2004), 'Evolving to a new dominant logic for marketing', Journal of Marketing, 68 (1), 1-17.
94. Vargo, Stephen and Robert Lusch (2008), 'Service dominant logic: continuing the evolution', Journal of the Academy of Marketing Science, 36 (1), 1-10.
95. Venkatesh, Viswanath and Fred D. Davis (2000), 'A theoretical extension of the technology acceptance model: four longitudinal fi eld studies', Management Science, 46 (February), 186-204.
96. Von Hippel, Eric (1986), 'Lead users: a source of novel product concepts', Management Science, 32 (July), 791-805.
97. Wu, Fang, Vijay Mahajan and Sridhar Balasubramanian (2003), 'An analysis of e-business adoption and its impact on business performance', Journal of the Academy of Marketing Science, 31 (September), 425-47.
98. Zhu, Kevin, Kenneth L. Kraemer and Sean Xu (2006), 'The process of innovation assimilation by fi rms in different countries: a technology diff usion perspective on e-business', Management Science, 52 (10), 1557-76.