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Marketing Dynamics in Technology-Based Industries: Pioneering Advantage, Customer Experience, and Adaptive Pricing

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Driving the Economy through Innovation and Entrepreneurship

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Abstract

In this chapter, we address three important research and managerial issues relevant to the dynamic marketplace of technology-based industries.

  • Is there a pioneering market-share advantage? What should be the strategic marketing approach to this entry phenomenon?

  • What is a useful customer care conceptual model?

  • What is appropriate pricing approach?

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Notes

  1. 1.

    The empirical results show “the innovator’s market share in the prescriptions category (OTC category) dropping from 100% to about 58 (61) percent after the second brand enters, to 43 (47) percent after the third entrant, to 35 (39) percent after the fourth brand enters, and to 30 (34) percent after the fifth brand enters. Consistently, the market shares for the first entrant are higher by 3–5 points in the over-the-counter drugs category than in the prescription (Rx) drugs category.”

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Author information

Authors and Affiliations

  1. NMIMS University, Mumbai, India

    Gurumurthy Kalyanaram

Authors
  1. Gurumurthy Kalyanaram
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Correspondence to Gurumurthy Kalyanaram .

Editor information

Editors and Affiliations

  1. , Department of Management Studies, Indian Institute of Science, Bangalore, 560 012, Karnataka, India

    Chiranjit Mukhopadhyay

  2. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Mathikere, Bangalore, 560012, Karnataka, India

    K B Akhilesh

  3. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Near-Centre For Neroscience,Mathikere, Bangalore, 560012, Karnataka, India

    R. Srinivasan

  4. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Near-Centre For Neroscience,Mathikere, Bangalore, 560012, Karnataka, India

    Anjula Gurtoo

  5. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Mathikere,, Bangalore, 560012, Karnataka, India

    Parthasarathy Ramachandran

  6. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Mathikere, Bangalore, 560012, Karnataka, India

    Parameshwar P Iyer

  7. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Mathikere, Bangalore, 560012, Karnataka, India

    M Mathirajan

  8. , Department of Management Studies, Indian Institute of Science, Gulmohar Marg, Mathikere, Bangalore, 560012, Karnataka, India

    M H Bala Subrahmanya

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Kalyanaram, G. (2013). Marketing Dynamics in Technology-Based Industries: Pioneering Advantage, Customer Experience, and Adaptive Pricing. In: Mukhopadhyay, C., et al. Driving the Economy through Innovation and Entrepreneurship. Springer, India. https://doi.org/10.1007/978-81-322-0746-7_18

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