Download or read book Taking Technology to the Market written by Mr Ian Linton and published by Gower Publishing, Ltd.. This book was released on 2012-10-28 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Download or read book Taking Technology to the Market written by Ian Linton and published by Routledge. This book was released on 2016-04-01 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Download or read book Taking Technology to the Market written by Ian Linton and published by Routledge. This book was released on 2016-04-01 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Download or read book Bringing New Technology to Market written by Kathleen R. Allen and published by Pearson. This book was released on 2003 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive look at the issues related to the commercialization of intellectual property, and contains three major themes that infuse all of the concepts presented: value creation, speed, and entrepreneurship. It enables readers to understand different business models and processes from mainstream types of businesses, and teaches them how to successfully commercialize the intellectual property they develop. The book focuses on management, marketing, product development, and operations strategies that work in a high tech environment. A four-part organization covers: The Foundations of Technology Commercialization, Intellectual Property and Valuation, Financial Strategies for Technology Start-Ups, and The Transition from R&D to Operations. For potential entrepreneurs and corporate venturers.

Download or read book Markets for Technology written by Ashish Arora and published by MIT Press. This book was released on 2004-01-30 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: The past two decades have seen a gradual but noticeable change in the economic organization of innovative activity. Most firms used to integrate research and development with activities such as production, marketing, and distribution. Today firms are forming joint ventures, research and development alliances, licensing deals, and a variety of other outsourcing arrangements with universities, technology-based start-ups, and other established firms. In many industries, a division of innovative labor is emerging, with a substantial increase in the licensing of existing and prospective technologies. In short, technology and knowledge are becoming definable and tradable commodities. Although researchers have made significant advances in understanding the determinants and consequences of innovation, until recently they have paid little attention to how innovation functions as an economic process. This book examines the nature and workings of markets for intermediate technological inputs. It looks first at how industry structure, the nature of knowledge, and intellectual property rights facilitate the development of technology markets. It then examines the impacts of these markets on firm boundaries, the division of labor within the economy, industry structure, and economic growth. Finally, it examines the implications of this framework for public policy and corporate strategy. Combining theoretical perspectives from economics and management with empirical analysis, the book also draws on historical evidence and case studies to flesh out its research results.

Download or read book Market New Products Successfully written by Kevin J. Clancy and published by Lexington Books. This book was released on 2006-02-02 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

Download or read book Technology Entrepreneurship written by Thomas N. Duening and published by Academic Press. This book was released on 2014-08-12 with total page 395 pages. Available in PDF, EPUB and Kindle. Book excerpt: The focus of this book is on technology ventures — how they start, operate, and sometimes exit profitably. In short, it covers all the elements required to launch a successful technology company, including discussion of cutting-edge trends such as "entrepreneurial method" and "lean startup," emphasis on the ideation process and development of an effective business plan, coverage of product and market development, intellectual property, structuring your venture, raising capital, sales and marketing, people management, and even strategies for exiting your venture. This is not another armchair book about entrepreneurship. It’s a working guide for engineers and scientists who want to actually be entrepreneurs. An intense focus on product design and development, with customers and markets in mind Extensive discussion of intellectual property development, management, and protection Potent insights into marketing and selling technology products to the global marketplace Techniques for forecasting financials, raising funds, and establishing venture valuation Best practices in venture leadership and managing growth Overview of various exit strategies and how to prepare the venture for exit

Download or read book Taking Technology to Market written by Roger Eli Levien and published by Crisp Management Library. This book was released on 1997 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: This brief book can equip any manager with an understanding of the technological process development from getting the idea through the business proposition, model, and plan to the creation of the envisioned business and the actual market entry.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Business Expectations written by Bryan Bergeron and published by John Wiley & Sons. This book was released on 2002-07-22 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical roadmap for developing successful e-business strategic plans E-Business Expectations provides a critical review of the process of evolving a product or service from prototype to practical technology. Written by renown expert on technology issues, this book provides business executives and managers with tools they can use to position their product or service to best satisfy their customer's needs. It guides readers from unrealistic to realistic expectations of what a firm's technology can bring to its e-business strategy. This book provides managers with a solid foundation for creating realistic technological expectations for their e-business in terms of repeatability, scalability, operating environment, resource requirements, and compatibility issues. Bryan P. Bergeron (Brookline, MA) has over thirty years' experience designing and working with computers and electronics. He teaches technology and business at Harvard Medical School and MIT and is Editor in Chief of e.MD, Technical Editor of Postgraduate Medicine, among others. Dr. Bergeron is President of Archetype Technologies, Inc., a technology consulting firm.

Download or read book Taking Technology to Market written by and published by . This book was released on 1991 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Management of Innovation and Technology written by John Howells and published by SAGE. This book was released on 2005-02-09 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: `The book provides a valuable resource for researchers, practitioners and policy-makers... In particular, it provides a good introduction to broader aspects of the field of innovation for researchers based within the engineering and science traditions′ - Journal of Manufacturing Technology Management `Howells has synthesised a broad range of sources with considerable insight to provide the first sophisticated single volume on innovation that draws on economics, sociology, law and from the history of science and technology. By setting innovation in social and institutional context, he convincingly shows how firms and markets shape and can be shaped by the decisions of managers and entrepreneurs. I will certainly be using this book as a central text for my Masters degree teaching on innovation management, management of technology and related topics′ - Jonathan Liebenau, London School of Economics and Columbia University `A great strength of the book is the extensive and detailed integration of rich case study analyses into the main flow of the argument. Many apparently well known cases are revisited and critically assessed to draw clear and often contrary to popular belief lessons. This is a highly original and commendable feature of this text. It provides an unusually strong integration between theory and examples. And there is no doubt of the relevance of the examples: they are not inserted as an afterthought, but are intrinsically part of the development of the thinking′ - Professor James Fleck, Head of Entrepreneurship and Innovation Group, University of Edinburgh Management School This book analyses a range of social contexts in which human decisions shape technology in the market economy. It comprises a critical review of both a select research literature and in-depth historical studies. Material is drawn from many social science disciplines to inform the reader of the reality of taking decisions on innovation. The chapters cover: - The social context for individual acts of creative insight - The development of the technology-market relationship - The management of R&D and technological standards - Technological competition - The role of institutions of finance in innovation - The reciprocal relationship between intellectual property law and technological innovation. - The role of technological skills and regimes of technological education in innovation. - An introduction to the role of the state in maintaining the innovative capacity of the private sector.

Download or read book Biotechnology Entrepreneurship written by Craig Shimasaki and published by Academic Press. This book was released on 2014-04-08 with total page 489 pages. Available in PDF, EPUB and Kindle. Book excerpt: As an authoritative guide to biotechnology enterprise and entrepreneurship, Biotechnology Entrepreneurship and Management supports the international community in training the biotechnology leaders of tomorrow. Outlining fundamental concepts vital to graduate students and practitioners entering the biotech industry in management or in any entrepreneurial capacity, Biotechnology Entrepreneurship and Management provides tested strategies and hard-won lessons from a leading board of educators and practitioners. It provides a ‘how-to’ for individuals training at any level for the biotech industry, from macro to micro. Coverage ranges from the initial challenge of translating a technology idea into a working business case, through securing angel investment, and in managing all aspects of the result: business valuation, business development, partnering, biological manufacturing, FDA approvals and regulatory requirements. An engaging and user-friendly style is complemented by diverse diagrams, graphics and business flow charts with decision trees to support effective management and decision making. Provides tested strategies and lessons in an engaging and user-friendly style supplemented by tailored pedagogy, training tips and overview sidebars Case studies are interspersed throughout each chapter to support key concepts and best practices. Enhanced by use of numerous detailed graphics, tables and flow charts

Download or read book Technology and Market Structure written by John Sutton and published by MIT Press. This book was released on 2001-01-26 with total page 700 pages. Available in PDF, EPUB and Kindle. Book excerpt: John Sutton sets out a unified theory that encompasses two major approaches to studying market, while generating a series of novel predictions as to how markets evolve. Traditionally, the field of industrial organization has relied on two unrelated theories—the cross-section theory and the growth-of-firms theory—to explain cross-industry differences in concentration and within-industry skewness. The two approaches are based on very different mathematical structures and few researchers have attempted to relate them to each other. In this book, John Sutton unifies the two approaches through a theory that rests on three simple principles. The first two, a "survivor principle" that says that firms will not pursue loss-making strategies, and an "arbitrage principle" that says that if a profitable opportunity is available, some firm will take it, suffice to define a set of possible outcomes. The third, the "symmetry principle," says that the strategy used by a new entrant into any submarket depends neither on the entrants identity nor on its history in other submarkets. This allows researchers to bring together the roles of strategic interactions and of independence effects. The result is that the considerations motivating the cross-section tradition and those motivating the growth-of-firms tradition both drop out within a single game-theoretic model. This book follows Sutton's Sunk Costs and Market Structure, published by MIT Press in 1991.

Download or read book Techno Ready Marketing written by Charles L. Colby and published by Simon and Schuster. This book was released on 2001-10-05 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce "Technology Readiness" (TR), a groundbreaking concept that enables you to measure and assess a customer's predisposition to adopt new technologies. Employing their TR construct -- a psychological amalgam of fears, hopes, desires, and frustrations about technology -- the authors identify five types of technology customers: the highly optimistic and innovative "Explorers," the innovative yet cautious "Pioneers," the uncertain "Skeptics" who need the benefits of technology proved, the insecure "Paranoids," and the resistant "Laggards." Using this typology, you can customize your technology strategies by combining insights from your context-specific assessments with general marketing strategies presented in the book. Essential reading in technology companies will be the chapter devoted to Parasuraman's Pyramid Model, which explains the critical role technology plays in a marketing organization as a link between employees, the organization, and the customer. Finally, the authors have included a self-administered quiz so you can score your own Technology Readiness and a chapter on the "Techno-Ready Marketing Audit" to provide a framework for taking immediate action based on the precepts in this book.

Download or read book Defying the Market written by Stephen Leeb and published by McGraw-Hill Companies. This book was released on 1999 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Defying the Market presents a radical yet convincingly researched report on the pervasive slide in technological progress - and explains how this slowdown will totally reconfigure the major financial markets. Defying the Market will outline what today's slowing rate of technological advance means to you - from high-flying stocks on the brink of meltdown to unassuming companies that are ready to take charge in a post-tech, inflationary world - and show you where to put your money for continued growth and protection from risk."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

Download or read book How Customers Buy Why They Don t written by Martyn R. Lewis and published by Radius Book Group. This book was released on 2018-08-15 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Lewis makes a compelling argument that businesses must look beyond their own internal view of how something is sold, to the external reality of how customers actually buy. He asserts that no one buys anything because of a sales process; customers only buy because of their own buying process. And so, for all those whose livelihood depends upon successful revenue generation, the only rational course of action is to positively influence and effectively manage the end-to-end customer-buying journey. The simple failure of mousetrap logic—that is, the quality of the product or value proposition of the service is sufficient to convince customers to make a purchase—is at the heart of most revenue generation challenges today. How Customers Buy...and Why They Don’t shows that vendors are too often trying to solve the wrong problem, because customers actually do “get it,” they just don’t buy it. The book starts by explaining Outside-in Revenue Generation. It then decodes the six elements of the Customer Buying Journey DNA. It defines the nine Buying Concerns, any one of which can derail a purchase. It unveils the deceptively simple and elegant 4Q Buying Style Quadrant that unlocks the intricacies of how buyers actually think. The second section of the book explains what you can do about customers not buying your products or services. It reveals that there are only four things—Sales and Marketing Imperatives—that can be done to positively impact the market. It goes on to walk the reader through the development of the Market Engagement Strategy. The final section of the book translates the five components of the Market Engagement Strategy into actionable sales and marketing behaviors.