Title :
Channel strategy in the data projector industry
Author :
Petersen, Candace L. ; Harmon, Robert R.
Author_Institution :
Sch. of Bus., Portland State Univ., OR, USA
Abstract :
Channel strategy in technology markets has often taken a minor position behind decisions focused on product, pricing and marketing communications. Intensifying competition and technology advances, such as the Internet that enable direct channels, are rapidly elevating the importance of channel decisions as a source of competitive advantage. This paper focuses on the factors that are influencing channel strategy in the data projector industry
Keywords :
management; marketing; optical projectors; Internet; business projection industry; channel decisions; channel strategy; competition; competitive advantage; data projector industry; technology advances; technology markets; Business communication; Computer displays; Consumer electronics; Costs; Internet; Liquid crystal displays; Marketing and sales; Portable computers; Pricing; TV;
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.1999.787848
