Technology marketing: a new core competence of technology-intensive enterprises

被引：33

作者：

Tschirky, H

Escher, JP

Tokdemir, D

Belz, C

机构：

[1] ETH Zurich, Swiss Fed Inst Technol, Sect Technol & Innovat Management, Ctr Enterprise Sci, CH-8028 Zurich, Switzerland

[2] Univ St Gall, HSG, FAH, Res Inst Sales & Commerce, CH-9000 St Gallen, Switzerland

来源：

INTERNATIONAL JOURNAL OF TECHNOLOGY MANAGEMENT | 2000年 / 20卷 / 3-4期

关键词：

technology management; technology marketing; technology trade; technology market; technology sourcing; technology selling;

D O I：

10.1504/IJTM.2000.002874

中图分类号：

T [工业技术];

学科分类号：

08 ;

摘要：

Even in the area of technology, firms are increasingly contracting in from external sources, or contracting out their own work to third parties. This involves the areas of licensing, R&D cooperation, production and OEM briefs and commerce in technologically demanding components and part-products. The carrying out of such technology business, here christened 'Technology Marketing', is dependent upon new processes and concepts, because known marketing methods do not sufficiently take into account the knowledge-defined uniqueness of technologies as the object of commerce. This paper is the result of a cooperative research study carried out by the ETH Center for Enterprise Science (formerly BWI, Section for Technology and Innovation Management) and the Research Institute for Sales and Commerce of the University of St Gall.

引用

页码：459 / 474

页数：16