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| Tekijä: | Roberts, J. H. |
| Otsikko: | Developing New Rules for New Markets |
| Lehti: | Journal of the Academy of Marketing Science
2000 : VOL. 28:1, p. 31-44 |
| Asiasana: | MARKETS DEVELOPMENT INFORMATION TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | This article examines emerging technologies and the markets that they create, reviewing ideas about how new rules might be developed/or successful participation in them. The need to examine new markets is being driven by the convergence of information technology and telecommunications, increased channel turbulence caused by the Internet, the embodiment of information technology in new products, globalization, and the increasing concentration and interdependence of industries. New rules to succeed in these markets depend on (1) an understanding of the market and (2) an ability to take that understanding and exploit it into profitable, customer-focused action. This article looks at market calibration including the development of new stimuli, measures, and models. |
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