Abstract
Hi-tech industries are emerging and experiencing a very challenging as well as frustrating time. One of the hi-tech industries, computers have accumulated a substantial amount of marketing experience that may be used for other hi-tech industries. This article inductively constructs three models for computers and hi-tech marketing. The first model emphasizes hi-tech product characteristics and their implications in developing a marketing strategy. The second model explores entry strategies for computers and perhaps for other hi-tech companies. It emphasizes the fact that just any company cannot successfully enter the computer and other hi-tech markets without very careful analyses of the dynamics of hi-tech markets. Finally, the third model based on present experiences and inductive reasoning emphasizes the key components of successful future marketing strategies for this type of product.
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