Strategic analysis tools for high tech marketing

High tech marketing is characterized by high levels of technical, market and financial uncertainties, rapidly declining prices, collapsing markets and shortening product life cycles. Conventional strategic analysis tools are inadequate for effective analysis in developing high tech marketing strategy. This paper reviews a portfolio of contemporary strategic analysis tools that have been used effectively in developing high tech marketing strategies and case analyses. These include the Boston Consulting Group´s (BCG) portfolio matrix, the technology adoption life cycle, the whole product concept, and disruptive technologies mapping. Some of these tools have been effective in alleviating the engineering - marketing interface issues in high tech companies. The implicit relationships between these tools are also explored.