search query: @indexterm FEASIBILITY STUDIES / total: 26
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| Author: | Baker, K. G. Hozier, G. C. Rogers, R. D. |
| Title: | Supply-side marketing: risks and benefits |
| Journal: | Research Management
1987 : SEP-OCT, VOL. 30:5, p.26-30 |
| Index terms: | TECHNOLOGY TRANSFER FEASIBILITY STUDIES R&D MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Three historical management orientations are compared: the production orientation; the sales orientation and the marketing orientation. The concept of technology transfer denote the transition from a production to a sales orientation. The supply-side marketing concept appears to focus on future marketing needs in order to make feasibility decisions for new technologies. While marketing is interested in current consumer needs the supply-side marketing is involved in üreating demand. Supply-side marketing risks and benefits are analyzed. Some conclusions are drawn for R and D managers to carry out certain marketing functions more efficiently. The corresponding tasks of marketing researchers are summarized. |
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