MARKETING OF HIGH-TECHNOLOGY PRODUCT: STRATEGI PEMASARAN & PENGEMBANGAN PRODUK BERBASIS TEKNOLOGI MP3

Silvia Margaretha(1*),

(1) Universitas Surabaya
(*) Corresponding Author

Abstract


In today's highly competitive environment, high technology-based companies must know rapid technological changes in marketing fields. Rapid technological changes force the companies to develop their products. There are several approaches to develop their products including technology push, platform product, process-intensive and customized products. Based upon such approaches, they can anticipate the short product life cycle. The companies must have a proactive market driving strategy to cope with market uncertainty, technological uncertainty and competitive volatility that characterize high-tech industries. With the market driving strategy, the companies can have capabilities to lead the dynamics through value creation, change and leadership.

Keywords


high technology products, market uncertainty, technological uncertainty, competitive volatility, product life cycle, technology push, platform product, processintensive, customized product, market driving strategy

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DOI: https://doi.org/10.24123/jmb.v5i1.187

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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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