THE DEGREE OF INNOVATIVENESS AND MARKETING APPROACHES USED BY HIGH-TECHNOLOGY FIRMS

摘要

Do high-technology firms with different levels of innovativeness market their products and services differently? The growing concern about the ability of high-technology firms to market their products and services effectively has increased interest in the marketing strategies and promotional techniques that work best, This study investigates the perceptions of high-technology executives from firms with different levels of innovativeness regarding which strategic factors and promotional methods are most effective. In addition, high-technology firms' expenditures on strategic and promotional factors are compared by level of innovativeness, Conclusions indicate that the firms with greater innovation are mote aggressive, take greater risks and possess a more creative and outward-looking attitude. [References: 18]