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New Technology and the Role of Marketing

In: Industrial Innovation

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  • Blair Little

Abstract

Technological innovation is a common prescription for improving growth and profitability of companies, industries and nations. Such prescriptions are usually accompanied by an acknowledgement of the accompanying difficulties and risks, but there seems to be a widespread faith that more technological input will somehow result in an improved economic output. In the case of an individual firm engaged in developing products that involve product technology that is new to that firm, the prescription may not work. There is now research evidence enough to shake the new technology faith, or at least to revise some of its tenets. The evidence is that technologically new products have a worse, not an improved, market performance compared to new products that are technologically similar to the firm’s existing product line.

Suggested Citation

  • Blair Little, 1979. "New Technology and the Role of Marketing," Palgrave Macmillan Books, in: Michael J. Baker (ed.), Industrial Innovation, chapter 13, pages 258-265, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-03822-0_13
    DOI: 10.1007/978-1-349-03822-0_13
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