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Possible differences in marketing applied to products with technological innovation require specific studies on the topic. Few studies have been developed on this subject. This study aims to better understand the process of positioning a product with technological innovation. Thus, we conducted a literature review, and a case study. The results show small differences between the traditional model of positioning and the modern, especially on the need to define a less perishable positioning, since technological products, by their very nature, require constant updates

POSICIONAMENTO ESTRATÉGICO DE PRODUTOS COM INOVAÇÃO TECNOLÓGICA: O CASO DO PRODUTO WI-FI