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| Author: | Wieandt, A. |
| Title: | Zum Marketing von Innovationen. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1994 : VOL. 16:1, p. 21-30 |
| Index terms: | MARKETING INNOVATION TRANSACTION COSTS INFORMATION ECONOMICS |
| Language: | ger |
| Abstract: | Strategic marketing defines markets along three dimensions, customers, functions, and technologies. The article applies transaction cost theory and information economics to study the informational problems that may occur along the three dimensions in innovation situations. It also explores information strategies for overcoming these informational problems. |
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