Title :
A model for launching a new high-tech industrial product: the case of advanced materials
Author_Institution :
Dept. of Bus. Adm., Ben-Gurion Univ. of the Negev, Beer-Sheva
Abstract :
Summary form only given as follows. Launching a new high-tech industrial product is critical. The main business objective is to create product awareness and trial. The industrial marketer has to choose between various strategies by modifying controllable variables. The authors present a decision model that takes into consideration the latent attributes of high-tech industrial product in general, and advanced materials in particular, and helps to select the optimal strategic direction
Keywords :
marketing; product development; research and development management; advanced materials; business objective; decision model; industrial marketer; marketing model; new high-tech industrial product launch; optimal strategic direction selection; product awareness; product trial; Beverage industry; Computer aided software engineering; Industrial control;
Conference_Titel :
Management of Engineering and Technology, 1999. Technology and Innovation Management. PICMET '99. Portland International Conference on
Conference_Location :
Portland, OR
Print_ISBN :
1-890843-02-4
DOI :
10.1109/PICMET.1999.808485
