Theoretical Approaches to the Marketing of Innovation in Biotechnology Firms: New Products for New Markets

The Characteristics Of The Marketing Of Innovation

Many authors claim that the development of a new technological product is characterized by a high degree of uncertainty and risk, while retaining the context of turbulence, segmentation and high volatility exist in biotechnology sector. These are elements that somehow prevent the use of conventional marketing themselves useful for more traditional and stable products (Shanklin and Ryan, 1984; Jolly, 1997; Millier, 1997; Mohr, 2000; Day, 2000, Maltz and Kohli, 2000, Van Birgelen et al., 2001).

Biotechnology companies must operate differently than those serving more mature technologies. Foray (1996) explained that at the time of the birth of a technology, its future is essentially uncertain for several reasons:

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  The atmosphere is different and the speed of change too, as biotechnology evolves extremely fast.

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  Distribution channels are either absent or embryonic.

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  We know badly the reaction of potential customers because they do not know the product.