Welcome to the InfoSci Platform
Reference Hub1
A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech

A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech

Malin Brannback, Alan Carsrud
Copyright: © 2003 |Pages: 19
ISBN13: 9781591400486|ISBN10: 1591400481|EISBN13: 9781591400875
DOI: 10.4018/978-1-59140-048-6.ch007
Cite Chapter Cite Chapter

MLA

Brannback, Malin, and Alan Carsrud. "A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech." Information Technology Enabled Global Customer Service, edited by Tapio Reponen, IGI Global, 2003, pp. 124-142. https://doi.org/10.4018/978-1-59140-048-6.ch007

APA

Brannback, M. & Carsrud, A. (2003). A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech. In T. Reponen (Ed.), Information Technology Enabled Global Customer Service (pp. 124-142). IGI Global. https://doi.org/10.4018/978-1-59140-048-6.ch007

Chicago

Brannback, Malin, and Alan Carsrud. "A Service Marketing Approach to High Technology Innovations Management: Insights from IT and Biotech." In Information Technology Enabled Global Customer Service, edited by Tapio Reponen, 124-142. Hershey, PA: IGI Global, 2003. https://doi.org/10.4018/978-1-59140-048-6.ch007

Export Reference

Mendeley
Favorite

Abstract

This chapter reviews the different approaches of innovations management, often treated as synonymous to R&D, which is seen as a component of the product development and manufacturing processes. It is argued that customer needs and expectations are not considered sufficiently through these approaches, which ultimately leads to business failure. Understanding customer needs and expectations is a fundamental source to business success and also a basic element of service marketing. Therefore this chapter explores the possibility of applying a service marketing approach—more specifically, relationship marketing as presented by the Nordic school of thought—to the management of high technology innovations management. The arguments are illustrated with insights from high technology sectors: information technology (IT) and biotech.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.