Marketing of high-technology products and innovations

CHAPTER 1   Introduction to World of High Technology MarketingCHAPTER 2   Strategic Market Planning in High-Tech FirmsCHAPTER 3   Culture and Climate Considerations for High-Tech CompaniesCHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) InteractionCHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing CHAPTER 6 Marketing Research in High-Tech MarketsCHAPTER 7   Understanding High-Tech CustomersCHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENTChapter 9  Distribution Channels and Supply Chain Management in High-Tech Markets CHAPTER 10  Pricing Considerations in High-Tech MarketsCHAPTER 11   Marketing Communication Tools for High-Tech MarketsCHAPTER 12  Strategic Considerations in Marketing CommunicationsCHAPTER 13 END-OF-BOOK CASESIs there more to Skype than hype?The Future of TiVo? Charting a New Course for Xerox:  Strategic Marketing PlanningEnvironmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?Goomzee Mobile MarketingSELCO - India: Lighting the Base of the PyramidDetailed TOC CHAPTER 1   Introduction to World of High Technology MarketingThe Lexicon of MarketingStrategic  Functional  Tactical  Defining High Technology Government-based Classifications Common Characteristics of High-Tech Environments:  Implications for Marketing StrategyTypes of InnovationsThe Contingency Model for High-Tech MarketingFramework for High-Technology Marketing DecisionsSUMMARYAPPENDIX A High Technology Industry Classification APPENDIX B  Outline for a Marketing Plan CHAPTER 2   Strategic Market Planning in High-Tech FirmsCompetitive Advantage: The Objective of Marketing StrategyResources and CompetenciesTests of Competitive Advantage for Value, Rareness, and Difficulty of ImitationKey Strategy DecisionsStrategy TypesA Cautionary NoteStrategy Creation: Approaches and StructuresMarketing Performance MeasurementSummaryAppendix   Funding and Resource Considerations for Small High-tech Start-upsFunding a High-tech Start-upOther Resources CHAPTER 3   Culture and Climate Considerations for High-Tech CompaniesFacilitators of a Culture of InnovativenessTop Management AttentionCreative DestructionManagers' Willingness to CannibalizeProduct ChampionsSkunk WorksLearning OrientationUnlearningExpeditionary MarketingRisk ToleranceCompensation for InnovationObstacles to Obtaining a Culture of InnovativenessCore RigiditiesThe Innovator's DilemmaSummary CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) InteractionWhat It Means To Be Market OrientedThe Effect of Market Orientation on Company PerformanceDimensions of a Market OrientationBecoming Market Oriented: Facilitating ConditionsCross-Functional Interaction: New Product Development Teams and Marketing-R&D InteractionCross-Functional Teamwork in Product DevelopmentR&D-Marketing InteractionSummaryAppendix:  What it Takes to Become Customer Focused CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing Partnerships and Strategic AlliancesTypes of PartnershipsReasons for Partnering Risks of Partnering   Factors Contributing to Partnership Success Outsourcing:  High Risks/High Opportunity Vertical Partnerships More Outsourcing Terminology Reasons for OutsourcingBut Does It Work?  Problems and risks in Outsourcing A Contingency Approach to Managing Outsourcing for SuccessThe Future of Outsourcing Open Innovation Networks and Alliances for New Product Development Customer Relationship Management/Marketing Step 1:  Identify "high potential" customersStep 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 MarketsGathering Information:  High-Tech Marketing Research Tools Concept TestingConjoint AnalysisCustomer Visit ProgramsEmpathic DesignLead UsersQuality Function DeploymentPrototype TestingBeta Version TestingCustomer-Driven Innovation Biomimicry The Biomimicry ProcessBiomimicry Benefits Forecasting in High-Tech Markets Forecasting Methods Other Considerations in Forecasting Summary CHAPTER 7   Understanding High-Tech CustomersCustomer Purchase DecisionsProblem Recognition  Information SearchEvaluate Alternatives   Purchase Decision Post-purchase EvaluationAdoption and Diffusion of Innovations Factors Affecting Adoption of InnovationCategories of Adopters Crossing the Chasm Early-Market Strategies:  Marketing to the Visionaries The Chasm Crossing the Chasm:  A Beachhead and A Whole Product SolutionInside the Tornado  The Choice of Customer Target Market: Segmentation, Targeting, and PositioningDivide Possible Customers Into GroupsProfile the Customers In Each SegmentEvaluate and Select a Target Market Positioning the product within the segmentCustomer Strategies to Avoid Obsolescence: Implications for upgrades and migration pathsCustomer Migration Decisions Marketers' Migration Options Consumers' Paradoxical relationships with Technology and Unintended ConsequencesMarketing Implications of Consumers' Paradoxical Relationship With Technology   Summary  CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENTTechnology MappingThe "What to Sell" DecisionPossible OptionsWhat Decision Makes Sense?Technology Transfer ConsiderationsProduct Architecture: Modularity, Platforms, and DerivativesModularityPlatforms and DerivativesA Cautionary Note on Issues Related to "Killing" New-Product DevelopmentThe Role of Product Management in the High-Technology CompanyDeveloping Services as Part of the High-Technology Product StrategyUnique Characteristics of Services: Implications for High-Tech MarketingIntellectual Property ConsiderationsTypes of Intellectual Property ProtectionRationale for Protection of Intellectual PropertyManaging Intellectual PropertySummaryAPPENDIX  Details on the Patenting ProcessInternational Patent ProtectionOnline Resources for Intellectual Property Chapter 9  Distribution Channels and Supply Chain Management in High-Tech Markets Issues in Distribution Channel Design and ManagementChannel StructureChannel ManagementChannel Performance  Managing Hybrid Channels:  Effective Multi-Channel MarketingStep 1:  Gather market dataStep 2:  Work towards harmonization following contingency theoryAdditional Considerations:  Channel Relationship Quality, CRM, Compensation and Communication  Emerging Considerations in Distribution ChannelsDistribution for "Digital" Goods:  The Long Tail Understanding Gray MarketsBlack Markets, Piracy, and Restricted ExportsUnique Distribution Requirements for Developing (BOP) MarketsSupply Chain ManagementMatching Supply Chain Strategies to UncertaintySupply Chain Management TechnologiesOutsourcingThe "Greening" of the Supply ChainSummary CHAPTER 10  Pricing Considerations in High-Tech MarketsThe High-Tech Pricing EnvironmentThe Three Cs of PricingCostsCompetitionCustomersCustomer-Oriented PricingSteps in Customer-Oriented PricingImplications of Customer-Oriented PricingPricing of After-Sales ServiceThe Technology ParadoxSolutions to the Technology (Pricing) ParadoxAdditional Pricing ConsiderationsOutright Sale of Know-How versus Licensing AgreementsOther Pricing Nuances: Usage RestrictionsPrice PromotionsSummary CHAPTER 11   Marketing Communication Tools for High-Tech MarketsAdvertising and Promotion Mix: Integrated Marketing CommunicationsInternet Advertising and PromotionDealing with DisruptionThe Website's Part in Advertising-and-Promotion StrategyWebsite DesignBuild Site TrafficEvaluate Website EffectivenessSummaryAPPENDIX   Web Analytics: Monitoring the Traffic at a WebsiteUses of Web AnalyticsLimitations of Web AnalyticsNew Techniques in Web Analytics: Site Overlays and Geo-MappingWeb 2.0 Considerations CHAPTER 12  Strategic Considerations in Marketing CommunicationsBranding in High-Tech MarketsThe Benefits and Risks of Branding StrategiesDeveloping a Strong BrandEffectively Harness Web 2.0 Technologies and New MediaIngredient BrandingBranding for Small BusinessNew-Product PreannouncementsAdvantages and Objectives of PreannouncementsDisadvantages of PreannouncementsTactical Considerations in the Preannouncement DecisionSummaryAppendix CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech CompaniesCorporate Social ResponsibilityDebates Over and Criticisms of CSRDesired Outcomes from CSRCSR Domains:  People and PlanetModels of/Approaches to CSRMeasuring the Outcomes and Effectiveness of CSR InitiativesBest-practices CSR for High-Tech CompaniesServing Base-of-they-Pyramid Markets:  Corporate Social Responsibility and Social EntrepreneurshipDomains For "Intervention"   Business Models/Approaches to Solving BOP Problems:  Enlightened CSR and Social EntrepreneurshipOngoing Challenges and Keys to Success for BOP StrategiesCriticisms of BOP StrategiesThe Digital DivideSolutions to Bridging the Digital Divide Responding to the Risks and Opportunities of Global Climate ChangeBest-Practices Environmental Strategy:  A Four-Step ApproachChallenges for Environmentally-Responsible Business PracticesA Framework for Navigating Ethical ControversiesSummaryConcluding Remarks:  Realizing the Promise of TechnologyDiscussion Questions Glossary Appendix  Application of A Framework to Address Ethical Controversies:  Merck, Ivermectin, and River Blindness END-OF-BOOK CASESIs there more to Skype than hype?The Future of TiVo? Charting a New Course for Xerox:  Strategic Marketing PlanningEnvironmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?Goomzee Mobile MarketingSELCO - India: Lighting the Base of the Pyramid