From Market Driven to Market Driving: An Alternate Paradigm for Marketing in High Technology Industries

Stacey Barlow Hills · Shikhar Sarin

131 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Marketing and Advertising Strategies Business Strategies and Innovation Innovation and Knowledge Management

Abstract

Although useful, the currently dominant marketing philosophies reveal themselves to be inadequate for addressing issues and problems specific to high-tech industries and products. This study proposes “market driving” as a new paradigm for marketing high-technology products and innovations. Based on an extensive review of the extant literature (and input from leading marketing scholars), a broad-based definition of the market driving approach is developed, and compared to existing paradigms of market driven activity, customer leading and market pioneering. The suitability of the market driving paradigm in addressing the unique characteristics of high technology industries is discussed.

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References

1983The Iron Cage Revisited: Institutional Isomorphism and Collective Rationality in Organizational Fields 2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 1994The Commitment-Trust Theory of Relationship Marketing 2006The Core Competence of the Corporation 1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1993Market Orientation: Antecedents and Consequences 1994Competing for the Future

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