We are pleased to introduce this special issue on marketing of high-technology products and innovations. High-technology industries are distinguished by increasing turbulence, and time-and information-intensive environments (Mohr, Sengupta, & Slater, in press). Additionally, issues related to unique characteristics like network effects, dominant design, and technological standards increase complexity in identifying, implementing, and evaluating marketing strategies in such environments (Hills & Sarin, 2003). This special issue features papers that contribute theoretically, methodologically, and substantively to enhancing our understanding of marketing strategies in high-tech environments.
This is an author-produced, peer-reviewed version of this article. © 2009, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (https://creativecommons.org/licenses/by-nc-nd/4.0/). The final, definitive version of this document can be found online at Industrial Marketing Management, doi: 10.1016/j.indmarman.2008.04.011
Sarin, Shikhar and Mohr, Jakki. (2008). "An Introduction to the Special Issue on Marketing of High-Technology Products, Services and Innovations". Industrial Marketing Management, 37(6), 626-628. http://dx.doi.org/10.1016/j.indmarman.2008.04.011