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Solution Selling of High Technology Products

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Marketing von Solutions

Abstract

While high technology products are the engines of innovation and growth in an economy, the realization that the marketing of such products requires a distinct and separate treatment as compared to more traditional products and services is quite recent (MOHR, SENGUPTA AND SLATER 2005). However, despite some focused attention to marketing by high technology firms in the past decade, the failure rates of new products are still quite high across various high technology industries. Over 60 % of all new-product development efforts are stopped before they are commercialized, and 40 % of the remaining products are withdrawn from the market (CHRISTENSEN AND RAYNOR 2003). CHRISTENSEN AND RAYNOR's (2003) failure rate of 75 % is high but still somewhat conservative compared to research by Corporate Strategy Board that determined that the failure rate of new business ventures by existing firms is over 90 % and could be as high as 99 % (FINANCIAL TIMES 2004). Although research has not separately examined failure rates of high-technology products, we expect similar failure rates for such products as well.

This article is based on a paper published at Journal of Relationship Marketing (2008. Vol. 7, No. 3, pp. 287 308) by the same authors.

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Authors
  1. Arun Sharma
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  2. Gopalkrishnan R. Iyer
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  3. Heiner Evanschitzky
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Editor information

David Woisetschläger Manuel Michaelis Heiner Evanschitzky Alexander Eiting Christof Backhaus

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© 2010 Gabler Verlag | Springer Fachmedien Wiesbaden GmbH

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Sharma, A., Iyer, G., Evanschitzky, H. (2010). Solution Selling of High Technology Products. In: Woisetschläger, D., Michaelis, M., Evanschitzky, H., Eiting, A., Backhaus, C. (eds) Marketing von Solutions. Gabler. https://doi.org/10.1007/978-3-8349-6302-4_3

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