Devising a marketing model for high technology products: An empirical investigation in Iran

Abstract

The purpose of this paper is to present a comprehensive framework for marketing high technology products. This research attempts to answer the following questions: What aspects make difference between high technology and low technology products and their marketing? What sorts of marketing strategies should high technology producing companies and firms utilize? And what are the unique features of high technologies and the marketing implications of these types of technologies. The research was conducted through an Iranian research institute which consists of over 30 high technology companies mainly in the fields of nanotechnology, electric and electronic components. A sample of top or middle managers of those firms was asked by questionnaire and 103 of them were analyzed. The analysis results shows internal and environmental factors affecting marketing high technology products in five dimensions: Product technology, market environment, consumer reactions, marketing strategy and performance. Turbulent market, short life cycle, sales force roles, and interactions between research and development and marketing were recognized as some of the most influential factors in this area. Key words: High technology marketing, high technology products, marketing strategy.