Marketing and Technology: A Strategic Coalignment

Noël Capon · Rashi Glazer

407 citations0/0 files storedJournal of Marketing

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Information Technology Governance and Strategy Business Strategies and Innovation Innovation and Knowledge Management

Abstract

The authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments. After describing the implications of technological change for firm behavior, the authors propose a framework for developing a technology strategy and introduce the technology portfolio. The technology portfolio serves both as a model for technological resource allocation and as an aid in choosing an optimal set of technologies from a set of feasible alternatives.

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2003Evolving to a New Dominant Logic for Marketing 2015Service Innovation: A Service-Dominant Logic Perspective1 2003IT competency and firm performance: is organizational learning a missing link?2001Why Some New Products are More Successful than Others 1991Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset 2006Market Knowledge Dimensions and Cross-Functional Collaboration: Examining the Different Routes to Product Innovation Performance 1994Managerial Representations of Competitive Advantage 1989Technology Diffusion: An Empirical Test of Competitive Effects

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