On the importance of selected considerations in the marketing of defense technology

The author describes the research methodology used to establish the importance of certain considerations in the marketing of defense technology. It involved a three-step process based on an inductive approach to the study of marketing applied to the defense industry. First, theoretical bases of defense business development were established. Interviews were conducted with persons holding marketing policy-making positions in large private companies providing advanced military products (e.g., aircraft, ships, fighting vehicles). A number of government acquisition program managers were also interviewed for a comparison of the viewpoints of those in government and those in private industry. Second, utilizing the bases and empirical evidence obtained from the interviews, a survey instrument was developed, refined, and applied to the selected samples. Third, the data obtained were analyzed to determine the absolute and relative importance of the selected considerations to the respondent groups. Overall, it was found that the theoretical bases for defense technology marketing are relatively sparse and of limited direct relevance. The practical bases dominate and are the principal sources of guidance to the marketing (business development) practitioner