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Marketing and technology strategy in a “medium-tech” startup

✍ Scribed by Henry C. Lucas Jr.

Publisher
Elsevier Science
Year
1994
Tongue
English
Weight
954 KB
Volume
27
Category
Article
ISSN
0378-7206

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✦ Synopsis

The computer industry like many others is characterized by a number of successful and unsuccessful start-ups. Past studies of innovation have presented "market pull" and "technology push" models to describe the development of new products. This paper proposes a synthesized model of concurrent technology and market strategy development. The model is illustrated with a case study of a successful "medium-technology" start-up company. For this firm, market needs drove the development of technology, while the technology enabled the firm to achieve its market strategy.

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