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| Author: | Marshall, R. Reday, P. A. |
| Title: | Technology Transfer in Marketing Exchanges: The Characteristics of the Technology Linker |
| Journal: | Journal of Euromarketing
2001 : VOL. 10:2, p. 49-66 |
| Index terms: | TECHNOLOGY TRANSFER MARKETING TECHNOLOGY |
| Language: | eng |
| Abstract: | The research reported here takes advantage of the literature base regarding technology transfers and extends the ideas to marketing. With the rapid diffusion of technology into everyday products and services, precisely what constitutes "high technology" is often not clear. Nevertheless, insofar as it has become necessary for purchasers of many industrial (and even consumer) products to acquire knowledge about some aspect of the purchased technology in order to effectively use the product, we can consider the actual selling process of these products as a form of technology transfer. The individual who facilitates technology transfers is known as a Technology Linker. This research focuses on the characteristics of the Technology Linker and presents the results of a field study concerning two high-technology companies. |
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