search query: @author Groth, J. C. / total: 9
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| Author: | Groth, J. C. |
| Title: | Critical factors in exploiting technologies. |
| Journal: | Management Decision
1993 : VOL. 31:3, p. 34-47 |
| Index terms: | TECHNOLOGY MARKETING MANAGEMENT MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Technology offers great opportunities to firms. Successfully bringing the benefits of technology to market and realizing favourable returns requires a careful balance and management of a host of factors. Resources and great efforts will yield returns only if one meets the market. The article defines characteristics of push versus pull forces, addresses the importance of economic, social, political and technical forces, and discusses factors of importance to the marketing analyst and strategist. |
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