Dual Market(ing) in 'Bio-Engineering High Technology' New Products: The Risk of Uncertainty and Failure

摘要

Developing and launch new products for new markets is risky and doubtful, and more often leads to confusion or even to fail. In the case of "bio-engineering high technology" is not suitable use the traditional marketing because the costs of R&D and time for innovation are much higher and therefore more risky and uncertain. For high technology in general, is more appropriate employ the event known as dual-market(ing). This phenomenon analyze the early phase cycle of the product and the later phase cycle of the product like a dual episode. This aspect shows the early market and the late market that adopt very different ways in the context. Bio-engineering high technology, with a strong component of technological knowledge and innovation, reference not to an industry, but rather a set of applications of intricate characteristics, which represents a particular challenge and risk. For this reason, through the comprehension of a dual market(ing) are essential to maximize the success in early and later cycle life of bio-engineering high technology products.