Marketing in high-technology firms

Abstract

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the lit-erature is utilised to assess the role of the marketing function and the importance of developing a market-ing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the important issues related to market dynamics.