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The Marketing Concept and New High‐Tech Products: Is There a Fit?
Author(s) -
Cahill Dennis J.,
Thach Sharon V.,
Warshawsky Robert M.
Publication year - 1994
Publication title -
journal of product innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.646
H-Index - 144
eISSN - 1540-5885
pISSN - 0737-6782
DOI - 10.1111/1540-5885.1140336
Subject(s) - marketing , high tech , business , political science , law
This article defines the marketing concept in a traditional way, but extends its application to high‐technology products. Dennis Cahill, Sharon Thach, and Robert Warshawsky present two case studies of high‐technology products. Both products were ultimately market failures; however, the analysis presents one as a successful application of the marketing concept, contrasting sharply with the other.