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| Author: | Schurr, P. H. Fischer, H. R. |
| Title: | Marketing as technology transfer in developing European markets |
| Journal: | Journal of Euromarketing
1996 : VOL. 5:1, p. 83-98 |
| Index terms: | CULTURE MARKET ECONOMY TECHNOLOGY TRANSFER |
| Language: | eng |
| Abstract: | This article uses technology transfer theory to explain market entry and development in the developing markets in Eastern Europe. Three technology types characterize elements of a marketing mix: product-integrated technology, process technology, and culture-bound technology. Marketing success depends in part on simplifying the product-use technology required of customers, which is accomplished by relying more on product-integrated technology. A market's infrastructure and the compatibility of buyer's and seller's cultures also influence marketing program effectiveness. The paper concludes by applying a 5-step analysis to marketing in East Germany. |
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