High levels of technical and market uncertainties, rapidly declining prices, collapsing markets, and shortening product life cycles characterize High Tech Marketing. Conventional strategic analysis tools are inadequate for effective analysis in developing high tech marketing strategy. This paper reviews a portfolio of cotemporary strategic analysis tools that have been used effectively in developing high tech marketing strategies and case analyses. These include the Boston Consulting Group’s (BCG) Portfolio Matrix, The Technology Adoption Life Cycle, The Whole Product Concept, and Disruptive Technologies Mapping. Some of these tools have been effective in alleviating the Engineering – Marketing interface issues in high tech start-up companies. The implicit relationships between these tools are also explored.
Author: Carmo A. D’Cruz
Source: Xodus Business and Technology Solutions
Subjects: Marketing / Sales, Strategy
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