Marketing technologically advanced products

Horst Bender

Research output: Contribution to journalArticleAcademicpeer-review

4 Citations (Scopus)
169 Downloads (Pure)


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 languageEnglish
Pages (from-to)159-165
JournalEuropean management journal
Issue number2
Publication statusPublished - 1989


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