Marketing of High-Technology Products and Innovations

CHAPTER 1 Introduction to World of High Technology Marketing CHAPTER 2 Strategic Market Planning in High-Tech Firms CHAPTER 3 Culture and Climate Considerations for High-Tech Companies CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing CHAPTER 6 Marketing Research in High-Tech Markets CHAPTER 7 Understanding High-Tech Customers CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENT Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets CHAPTER 10 Pricing Considerations in High-Tech Markets CHAPTER 11 Marketing Communication Tools for High-Tech Markets CHAPTER 12 Strategic Considerations in Marketing Communications CHAPTER 13 END-OF-BOOK CASES Is there more to Skype than hype? The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing Planning Environmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? Goomzee Mobile Marketing SELCO - India: Lighting the Base of the Pyramid Detailed TOC CHAPTER 1 Introduction to World of High Technology Marketing The Lexicon of Marketing Strategic Functional Tactical Defining High Technology Government-based Classifications Common Characteristics of High-Tech Environments: Implications for Marketing Strategy Types of Innovations The Contingency Model for High-Tech Marketing Framework for High-Technology Marketing Decisions SUMMARY APPENDIX A High Technology Industry Classification APPENDIX B Outline for a Marketing Plan CHAPTER 2 Strategic Market Planning in High-Tech Firms Competitive Advantage: The Objective of Marketing Strategy Resources and Competencies Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation Key Strategy Decisions Strategy Types A Cautionary Note Strategy Creation: Approaches and Structures Marketing Performance Measurement Summary Appendix Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources CHAPTER 3 Culture and Climate Considerations for High-Tech Companies Facilitators of a Culture of Innovativeness Top Management Attention Creative Destruction Managers' Willingness to Cannibalize Product Champions Skunk Works Learning Orientation Unlearning Expeditionary Marketing Risk Tolerance Compensation for Innovation Obstacles to Obtaining a Culture of Innovativeness Core Rigidities The Innovator's Dilemma Summary CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction What It Means To Be Market Oriented The Effect of Market Orientation on Company Performance Dimensions of a Market Orientation Becoming Market Oriented: Facilitating Conditions Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction Cross-Functional Teamwork in Product Development R&D-Marketing Interaction Summary Appendix: What it Takes to Become Customer Focused CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing Partnerships and Strategic Alliances Types of Partnerships Reasons for Partnering Risks of Partnering Factors Contributing to Partnership Success Outsourcing: High Risks/High Opportunity Vertical Partnerships More Outsourcing Terminology Reasons for Outsourcing But Does It Work? Problems and risks in Outsourcing A Contingency Approach to Managing Outsourcing for Success The Future of Outsourcing Open Innovation Networks and Alliances for New Product Development Customer Relationship Management/Marketing Step 1: Identify "high potential" customers Step 2: Develop a customer acquisition strategy Step 3: Develop the customer portfolio management strategy Customer Relationship Management Software Summary CHAPTER 6 Marketing Research in High-Tech Markets Gathering Information: High-Tech Marketing Research Tools Concept Testing Conjoint Analysis Customer Visit Programs Empathic Design Lead Users Quality Function Deployment Prototype Testing Beta Version Testing Customer-Driven Innovation Biomimicry The Biomimicry Process Biomimicry Benefits Forecasting in High-Tech Markets Forecasting Methods Other Considerations in Forecasting Summary CHAPTER 7 Understanding High-Tech Customers Customer Purchase Decisions Problem Recognition Information Search Evaluate Alternatives Purchase Decision Post-purchase Evaluation Adoption and Diffusion of Innovations Factors Affecting Adoption of Innovation Categories of Adopters Crossing the Chasm Early-Market Strategies: Marketing to the Visionaries The Chasm Crossing the Chasm: A Beachhead and A Whole Product Solution Inside the Tornado The Choice of Customer Target Market: Segmentation, Targeting, and Positioning Divide Possible Customers Into Groups Profile the Customers In Each Segment Evaluate and Select a Target Market Positioning the product within the segment Customer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths Customer Migration Decisions Marketers' Migration Options Consumers' Paradoxical relationships with Technology and Unintended Consequences Marketing Implications of Consumers' Paradoxical Relationship With Technology Summary CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENT Technology Mapping The "What to Sell" Decision Possible Options What Decision Makes Sense? Technology Transfer Considerations Product Architecture: Modularity, Platforms, and Derivatives Modularity Platforms and Derivatives A Cautionary Note on Issues Related to "Killing" New-Product Development The Role of Product Management in the High-Technology Company Developing Services as Part of the High-Technology Product Strategy Unique Characteristics of Services: Implications for High-Tech Marketing Intellectual Property Considerations Types of Intellectual Property Protection Rationale for Protection of Intellectual Property Managing Intellectual Property Summary APPENDIX Details on the Patenting Process International Patent Protection Online Resources for Intellectual Property Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets Issues in Distribution Channel Design and Management Channel Structure Channel Management Channel Performance Managing Hybrid Channels: Effective Multi-Channel Marketing Step 1: Gather market data Step 2: Work towards harmonization following contingency theory Additional Considerations: Channel Relationship Quality, CRM, Compensation and Communication Emerging Considerations in Distribution Channels Distribution for "Digital" Goods: The Long Tail Understanding Gray Markets Black Markets, Piracy, and Restricted Exports Unique Distribution Requirements for Developing (BOP) Markets Supply Chain Management Matching Supply Chain Strategies to Uncertainty Supply Chain Management Technologies Outsourcing The "Greening" of the Supply Chain Summary CHAPTER 10 Pricing Considerations in High-Tech Markets The High-Tech Pricing Environment The Three Cs of Pricing Costs Competition Customers Customer-Oriented Pricing Steps in Customer-Oriented Pricing Implications of Customer-Oriented Pricing Pricing of After-Sales Service The Technology Paradox Solutions to the Technology (Pricing) Paradox Additional Pricing Considerations Outright Sale of Know-How versus Licensing Agreements Other Pricing Nuances: Usage Restrictions Price Promotions Summary CHAPTER 11 Marketing Communication Tools for High-Tech Markets Advertising and Promotion Mix: Integrated Marketing Communications Internet Advertising and Promotion Dealing with Disruption The Website's Part in Advertising-and-Promotion Strategy Website Design Build Site Traffic Evaluate Website Effectiveness Summary APPENDIX Web Analytics: Monitoring the Traffic at a Website Uses of Web Analytics Limitations of Web Analytics New Techniques in Web Analytics: Site Overlays and Geo-Mapping Web 2.0 Considerations CHAPTER 12 Strategic Considerations in Marketing Communications Branding in High-Tech Markets The Benefits and Risks of Branding Strategies Developing a Strong Brand Effectively Harness Web 2.0 Technologies and New Media Ingredient Branding Branding for Small Business New-Product Preannouncements Advantages and Objectives of Preannouncements Disadvantages of Preannouncements Tactical Considerations in the Preannouncement Decision Summary Appendix CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies Corporate Social Responsibility Debates Over and Criticisms of CSR Desired Outcomes from CSR CSR Domains: People and Planet Models of/Approaches to CSR Measuring the Outcomes and Effectiveness of CSR Initiatives Best-practices CSR for High-Tech Companies Serving Base-of-they-Pyramid Markets: Corporate Social Responsibility and Social Entrepreneurship Domains For "Intervention" Business Models/Approaches to Solving BOP Problems: Enlightened CSR and Social Entrepreneurship Ongoing Challenges and Keys to Success for BOP Strategies Criticisms of BOP Strategies The Digital Divide Solutions to Bridging the Digital Divide Responding to the Risks and Opportunities of Global Climate Change Best-Practices Environmental Strategy: A Four-Step Approach Challenges for Environmentally-Responsible Business Practices A Framework for Navigating Ethical Controversies Summary Concluding Remarks: Realizing the Promise of Technology Discussion Questions Glossary Appendix Application of A Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness END-OF-BOOK CASES Is there more to Skype than hype? The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing Planning Environmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? Goomzee Mobile Marketing SELCO - India: Lighting the Base of the Pyramid