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FOCUS: Technology Strategy and Organizational Development
Author(s) -
Gimenez Fernando,
Quintella Rogerio
Publication year - 1992
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/j.1467-8691.1992.tb00022.x
Subject(s) - competitor analysis , business , marketing , key (lock) , space (punctuation) , technology strategy , market orientation , knowledge management , strategic management , computer science , computer security , operating system
This paper describes the technology strategy and marketing orientation of a Brazilian agrichemicals manufacturing firm. 1 In the company's twenty years of existence five different stages can be identified with key features of its technology strategy. Training and development of its technical personnel, outside expert support and information sourcing, university liaison projects, and an intimate collaboration between research and marketing activities were the methods used for the implementation of a technology strategy aiming to meet the needs of a particular segment better than broadly targeted competitors. This strategy seemed to be fruitful due to key aspects of the environment and internal organization of the firm, such as the entrepreneurs’ innovative posture and risk‐taking propensity, the existence of space to innovate, the availability of qualified human resources, and the application of a systemic approach to a growing market. This firm's success may also be linked to a better understanding of user needs, a greater degree of attention to marketing and post‐sale technical assistance, and a strong use of outside technology and scientific advice.