کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5108916 | 1377675 | 2016 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Bringing new high-technology products to market: Six perils awaiting marketers
ترجمه فارسی عنوان
به ارمغان آوردن محصولات جدید با تکنولوژی بالا به بازار: شش خطر در انتظار بازاریابان
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
چکیده انگلیسی
In fewer than ten days during the summer of 2016, millions of smartphone users around the world went crazy over Pokémon Go, an augmented reality videogame app. If only all new high-technology products-and their investors-could enjoy such runaway success! Alas, the road to new technologies can be bumpy, and marketers of new high-tech products face numerous obstacles. Six perils await these marketers: significant market uncertainty, significant technological uncertainty, issues of compatibility within a product's complex multi-component system, struggles to orchestrate self-reinforcing network effects, challenges of navigating ecosystem complexities and competition, and inherent risks of making hard choices among multiple product-market options with significant path dependency. This article discusses these dangers and concludes with advice regarding steps marketers can and should take to make the journey to market less perilous.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 59, Issue 6, NovemberâDecember 2016, Pages 713-722
Journal: Business Horizons - Volume 59, Issue 6, NovemberâDecember 2016, Pages 713-722
نویسندگان
Anirudh Dhebar,