Abstract
This paper calls for a merger of technology and marketing under a customer value perspective; for an enhancement of the traditional technological innovation orientation of the technology-based firm with a market thrust. It establishes technology-based products as product-service offerings that are derived from technological innovation. The aim in marketing technology-based products is an improved understanding of how an organization can combine a technology orientation with a customer value thrust that is common to the firm. In combining this technology and market orientation, the technology-based firm must strive to create and recreate differential customer value through product, process, service, and organizational innovation.
Original language | English |
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Pages (from-to) | 159-165 |
Journal | European management journal |
Volume | 7 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1989 |