Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures

Markova, Ralitsa (2009) Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Numerous studies have examined new product success in an attempt to reduce failure rates. However, few studies have been investigated the relationship between marketing strategy development and new product success.

The research serves to illustrate the importance of the marketing strategy development and to provide some guidance for entrepreneurs concerning the appropriate degree of focus on marketing strategy in entering the market.

The study aims to examine marketing strategy development from a theoretical as well as an empirical perspective. First, a framework for developing a marketing strategy within a company is presented. The core of the framework presents the essential elements of marketing strategy of new firms: market segmentation, competitive advantage, promotion and distribution. Then, the framework is used to analyse the marketing strategies of five new companies from different industries.

The results reveal that all companies anticipate making significant investments in aggressive initial marketing expenses. Firms intend to develop sales force, sales promotion, advertising, and distribution networks relative to competitors, as appropriate to the particular industry being entered. Deficiencies in marketing strategies have been identified in some firms and recommendations for improvement have been proposed.

In conclusion, the study’s limitations are discussed and suggestions are also made for further research.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Jan 2010 17:23
Last Modified: 01 Oct 2016 18:17
URI: http://eprints.nottingham.ac.uk/id/eprint/22999

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