Managing uncertainty in the marketing of new-technology products
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung
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in: International Journal of Technology Intelligence and Planning, Jahrgang 4, Nr. 1, 2008, S. 79-94.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung
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TY - JOUR
T1 - Managing uncertainty in the marketing of new-technology products
AU - Rößl, Dietmar
AU - Fink, Matthias
AU - Kraus, Sascha
AU - Hänninen, Seppo
AU - Ainamo, Antti
PY - 2008
Y1 - 2008
N2 - In this paper, we work to systematise the kinds of uncertainty inherent in the marketing of a new technology product. Our frame is based on the idea that uncertainty can be categorised along dimensions such as the uncertainty about the product, requiring to develop the product as an exchange good, and the uncertainty related to the environment, requiring to develop the product as a product-service complex and relationship. The paper identifies measures and strategies concerning why and how the enterprise and the client ought to manage their relationship, specifying distinctions between environments that are low and high in uncertainty.
AB - In this paper, we work to systematise the kinds of uncertainty inherent in the marketing of a new technology product. Our frame is based on the idea that uncertainty can be categorised along dimensions such as the uncertainty about the product, requiring to develop the product as an exchange good, and the uncertainty related to the environment, requiring to develop the product as a product-service complex and relationship. The paper identifies measures and strategies concerning why and how the enterprise and the client ought to manage their relationship, specifying distinctions between environments that are low and high in uncertainty.
KW - Management studies
KW - Confidence
KW - Contract
KW - Exchange
KW - Intelligence
KW - New technology
KW - Product marketing
KW - Technology
KW - Trust
KW - Uncertainty
UR - http://www.scopus.com/inward/record.url?scp=40549119523&partnerID=8YFLogxK
U2 - 10.1504/IJTIP.2008.017404
DO - 10.1504/IJTIP.2008.017404
M3 - Journal articles
VL - 4
SP - 79
EP - 94
JO - International Journal of Technology Intelligence and Planning
JF - International Journal of Technology Intelligence and Planning
SN - 1740-2840
IS - 1
ER -