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Marketing practices of UK high technology firms

Sangeet Dhanani (Sangeet Dhanani, Nicholas O’Shaughnessy and Eric Louw are based at the Judge Institute of Management Studies, University of Cambridge, Cambridge, UK)
Nicholas O’Shaughnessy (Nicholas O’Shaughnessy and Eric Louw are based at the Judge Institute of Management Studies, University of Cambridge, Cambridge, UK)
Eric Louw (Eric Louw are based at the Judge Institute of Management Studies, University of Cambridge, Cambridge, UK)

Logistics Information Management

ISSN: 0957-6053

Article publication date: 1 August 1997

5503

Abstract

Describes an empirical study which aimed to compare the marketing practices used by high‐tech and low‐tech companies in the UK, and to attempt to explain any significant differences. Concludes that there is increasing awareness of the salience of marketing by UK high technology companies, though they are still not as market oriented as low‐tech ones. Suggests that broadly speaking results replicate earlier findings in US high technology firms, with the critical difference that the British companies rate both the possession of the latest technology and price competition less seriously than the American organizations.

Keywords

Citation

Dhanani, S., O’Shaughnessy, N. and Louw, E. (1997), "Marketing practices of UK high technology firms", Logistics Information Management, Vol. 10 No. 4, pp. 160-166. https://doi.org/10.1108/09576059710187582

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited

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