A contingency approach to marketing high technology products

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology-based products. The purpose of this paper is to answer such fundamental questions as: what a high technology product is; what dimensions differentiate between high and low technology products and their marketing strategies; and what types of marketing strategies high technology companies should use. These issues are tackled from a contingency theory perspective with the assumption that marketing of high technology products, compared to that of low technology products, is influenced by different industry/market situations, and thus strategies should be designed and used differently. The paper reports the results from a survey of over 100 Australian firms, which examined the environment-strategy-performance link for low versus high technology-based products. It discusses the implication of the results for marketers of high-tech products.The research register for this journal is available at

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“…Contingency theory is described as a midrange theory which falls between two extreme views [21,89]. According to one extreme view, it is possible to find universally true theories, whereas the other one claims that each unit of analysis is unique and has to be analyzed based on situational factors.…”

“…The other useful feature of contingency theory is the ''environment -strategy -performance'' link [21]. The theory claims that the environment, such as the amount and type of regulation, impacts the structure of the organization, by, for example, influencing which entities have incentives to become mobile payment service providers.…”

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