MARKETS: WHAT MATTERS-A CORPORATE PERSPECTIVE ON THE FOCUS (AND LACK THEREOF) OF MANY TECHNOLOGY-BASED VENTURES

摘要

Technology alone can get you recognition. Marketing turns technology into hard currency. Science is beautiful in its simplicity: 1. energy can neither be created nor destroyed 2. things get messier 3. nothing is absolute These three remarkably minimalist rules form the basis for the definition of our physical universe. The problem lies in the fact that many new technology ventures stop there; in our physical universe. Marketing, unfortunately, exists on a wholly different plane, a plane devoid of hard-and-fast laws. Because of this, or due to inexperience, a lack of interest, or even distaste, many leaders of early-stage technology-based ventures fail to give ample consideration to proper marketing. It should come as no surprise then to know that a lack of adequate marketing activities is by far the number one cause of new venture failure, especially among technology-based companies.