The marketing of innovations in high‐technology companies: a network approach
Abstract
Purpose
This article aims to consider the usefulness of network theory in examining the marketing of high‐technology products and services.
Design/methodology/approach
High‐tech companies are analysed in light of a network approach to marketing.
Findings
The research finds that building marketing relationships can improve the viability of high‐tech companies.
Originality/value
The article contributes to the development of theory that can enhance the marketing of high‐technology products and services.
Keywords
Citation
Borg, E.A. (2009), "The marketing of innovations in high‐technology companies: a network approach", European Journal of Marketing, Vol. 43 No. 3/4, pp. 364-370. https://doi.org/10.1108/03090560910935479
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited