Marketing of New Technologies and Products - Perspectives, Challenges, and Actions

• Autorzy: Dariusz M. Trzmielak , William B. Zehner II

Warianty tytułu

Marketing nowych technologii i produktów - perspektywy, wyzwania i działania

• Języki publikacji: EN

Abstrakty

EN

This paper explores some of the challenges of marketing technology based products, cites some examples, and offers counsel for management action. Globally, technology based organizations must confront three major scientific and technological trends: the exploding annual increase in R&D investment and the relate number of researchers, the globalization of scientific and technological knowledge, an accelerating rate of scientific and technological knowledge diffusion. This section comprises the foundational base of marketing of new technologies and products. The new technology advancements destroy current products and markets while simultaneously creating new products and markets opportunities. The paper presents some perspectives on new technology innovations and products and related marketing issues. Examples from Poland and the USA will be cited. (original abstract)

W artykule zbadano niektóre wyzwania marketingu produktów opartych na technologii, przedstawiono pewne przykłady oraz zaoferowano poradnictwo w kwestii działania zarządu. Globalnie, oparte na technologii organizacje muszą stawić czoło trzem głównym trendom naukowo-technologicznym: gwałtownemu corocznemu wzrostowi nakładów na B+R i związanej z tym liczbie badaczy, globalizacji wiedzy naukowo-technologicznej oraz przyspieszonemu tempu rozpowszechniania wiedzy naukowo-technologicznej. Artykuł zawiera podstawy marketingu nowych technologii i produktów. Postępy nowej technologii niszczą obecne produkty i rynki jednocześnie tworząc nowe produkty i szanse na rynkach. W artykule przedstawiono niektóre perspektywy innowacji i produktów nowej technologii oraz związane z tym zagadnienia marketingowe. Podano przykłady z Polski i USA. (abstrakt oryginalny)

Słowa kluczowe

EN

High-tech; Knowledge; Marketing; Progress in science and technology

PL

Nowe technologie; Wiedza; Marketing; Postęp naukowo-techniczny

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 5
• Strony: 289--299

Twórcy

autor

Dariusz M. Trzmielak

• Uniwersytet Łódzki

autor

William B. Zehner II

• University of Texas at Austin

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