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| Author: | Capon, N. Glazer, R. |
| Title: | Marketing and technology : a strategic coalignement. |
| Journal: | Journal of Marketing
1987 : JUL, VOL. 51:3, p. 1-14 |
| Index terms: | CORPORATE STRATEGY MARKETING TECHNOLOGICAL CHANGE BUSINESS ENVIRONMENT |
| Language: | eng |
| Abstract: | A case is presented for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environment. The implications of technological change for firm behavior are described then a framework for developing a technology strategy is proposed and a technology portfolio is introduced. The technology portfolio serves both as a model for technological resource allocation and as an aid in choosing an optimal set of technologies from a set of feasible alternatives. |
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