Strategic Implications for Technology Based Firms Entering Consumer Markets

Abstract

A phenomenon which characterised the late 1970s was the proclivity of technology oriented companies to enter consumer markets. For example, in the past five years the traditional boundaries between industrial and consumer markets have been diffused, as many electronic component manufacturers attempted to extend their technical and manufacturing strengths to design and market electronic consumer durables such as watches, calculators and video games. Oak Industries, the housing and appliance switches and control manufacturer, made a strong commitment to enter the pay‐TV market, the potentially lucrative business of selling television viewers a special package of programmes beamed over the air rather than transmitted through a cable.

Citation

Tyebjee, T.T. and Bruno, A.V. (1980), "Strategic Implications for Technology Based Firms Entering Consumer Markets", Management Decision, Vol. 18 No. 7, pp. 391-402. https://doi.org/10.1108/eb001260