In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments.
It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.
Table of Contents
Chapter 1: The Environment; Chapter 2: Business Culture and High Tech Enterprises; Chapter 3: Integration; Chapter 4: The Model
Thomas Fotiadis is Associate Professor of Marketing and is Director of the Marketing Lab, Department of Production and Management Engineering, Democritus University of Thrace in Greece.
Dr. Fotiadis’s monograph includes a thorough survey of the literature while the proposed methodology and model are fairly easy to implement, well-grounded and documented and may prove potentially very useful for High Tech enterprises.
George J. Siomkos, Professor of Marketing & Dean, School of Business, Athens University of Economics & Business, Greece
This insightful work is unique for it provides a multi-disciplinary approach to innovation that is firmly grounded and well documented, while being insightful and applicable in a series of carefully planned, easy to follow steps. This innovative approach to integrated innovation will, I believe, help students, researchers and professionals engaged in the volatile and tumultuous high tech environment.
Prof. George Haramis, University of Macedonia, Thessaloniki, Greece
This monograph serves a two-fold goal: it aims to provide a succinct yet engaging and thought-provoking review of the literature on integration for (high tech) innovation. It approaches and presents it as a unified whole and not isolated attempt. It also builds and expands on this research by proposing a firmly grounded model to render innovation affordable and attainable in today's volatile high tech environment.
Prof. George Tsiotras, University of Macedonia, Thessaloniki, Greece