Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures
Numerous studies have examined new product success in an attempt to reduce failure rates. However, few studies have been investigated the relationship between marketing strategy development and new product success. The research serves to illustrate the importance of the marketing strategy devel...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2009
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| Online Access: | https://eprints.nottingham.ac.uk/22999/ |
| _version_ | 1848792491159977984 |
|---|---|
| author | Markova, Ralitsa |
| author_facet | Markova, Ralitsa |
| author_sort | Markova, Ralitsa |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Numerous studies have examined new product success in an attempt to reduce failure rates. However, few studies have been investigated the relationship between marketing strategy development and new product success.
The research serves to illustrate the importance of the marketing strategy development and to provide some guidance for entrepreneurs concerning the appropriate degree of focus on marketing strategy in entering the market.
The study aims to examine marketing strategy development from a theoretical as well as an empirical perspective. First, a framework for developing a marketing strategy within a company is presented. The core of the framework presents the essential elements of marketing strategy of new firms: market segmentation, competitive advantage, promotion and distribution. Then, the framework is used to analyse the marketing strategies of five new companies from different industries.
The results reveal that all companies anticipate making significant investments in aggressive initial marketing expenses. Firms intend to develop sales force, sales promotion, advertising, and distribution networks relative to competitors, as appropriate to the particular industry being entered. Deficiencies in marketing strategies have been identified in some firms and recommendations for improvement have been proposed.
In conclusion, the study’s limitations are discussed and suggestions are also made for further research. |
| first_indexed | 2025-11-14T18:45:15Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-22999 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:45:15Z |
| publishDate | 2009 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-229992017-12-30T02:18:20Z https://eprints.nottingham.ac.uk/22999/ Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures Markova, Ralitsa Numerous studies have examined new product success in an attempt to reduce failure rates. However, few studies have been investigated the relationship between marketing strategy development and new product success. The research serves to illustrate the importance of the marketing strategy development and to provide some guidance for entrepreneurs concerning the appropriate degree of focus on marketing strategy in entering the market. The study aims to examine marketing strategy development from a theoretical as well as an empirical perspective. First, a framework for developing a marketing strategy within a company is presented. The core of the framework presents the essential elements of marketing strategy of new firms: market segmentation, competitive advantage, promotion and distribution. Then, the framework is used to analyse the marketing strategies of five new companies from different industries. The results reveal that all companies anticipate making significant investments in aggressive initial marketing expenses. Firms intend to develop sales force, sales promotion, advertising, and distribution networks relative to competitors, as appropriate to the particular industry being entered. Deficiencies in marketing strategies have been identified in some firms and recommendations for improvement have been proposed. In conclusion, the study’s limitations are discussed and suggestions are also made for further research. 2009-09-17 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/22999/1/Individual_report.pdf Markova, Ralitsa (2009) Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Markova, Ralitsa Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title | Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title_full | Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title_fullStr | Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title_full_unstemmed | Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title_short | Marketing strategy considerations in the commercialization of new technologies: An overview and framework for strategy development of new ventures |
| title_sort | marketing strategy considerations in the commercialization of new technologies: an overview and framework for strategy development of new ventures |
| url | https://eprints.nottingham.ac.uk/22999/ |