Company’s proactive marketing orientation in the high-tech sector

Tomasz Grzegorczyk

Abstract

This paper links the characteristics of new product development in the high-tech 7 sector with the marketing orientation of the firm, especially in its proactive form. The purpose 8 of the paper is to define the characteristics of competition and innovation creation in the high9 tech B2C sector and assess whether the marketing orientation of the enterprise may be 10 an answer to those characteristics. Creating innovation in the high-tech sector is difficult due to 11 technological and market (consumer) uncertainty, as well as competitive volatility. 12 This significantly increases the risk of market failure of new products, especially in the case of 13 radical innovations. The way firms may counteract this risk is to adopt a market orientation. 14 Particularly important is its proactive dimension, which involves researching and anticipating 15 future and latent consumer needs. Firms developing new products in the high-tech sector should 16 pursue the proactive marketing orientation and consequently focus on the latent and future 17 consumer needs. Methods stemming from future studies and foresight might be useful in 18 achieving this goal. The methodology used in the paper was the selective literature review in 19 the area of new product development in the high technology sector and marketing orientation 20 of the firm.
Author Tomasz Grzegorczyk (WGM / KZM)
Tomasz Grzegorczyk,,
- Department of International Management
Journal seriesOrganizacja i Zarządzanie : kwartalnik naukowy, ISSN 1899-6116, (N/A 20 pkt)
Issue year2020
Vol1
No49
Pages57-69
Publication size in sheets0.6
Keywords in Polishrozwój nowych produktów, sektor wysokich technologii, orientacja marketingowa, orientacja konsumencka
Keywords in Englishnew product development, high-tech sector, marketing orientation, consumer orientation
DOIDOI:10.29119/1899-6116.2020.49
Languageen angielski
Score (nominal)20
Score sourcejournalList
ScoreMinisterial score = 20.0, 26-06-2020, ArticleFromJournal
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