Stefan Stremersch
| Date of Ph.D. defense: | December 7, 2001 |
| Title of thesis: | Essays on Marketing Strategy in Technology-Intensive Markets |
| ISBN: | 90 5668 090 0 |
| Promotors: | Prof.dr. Ruud Frambach |
| Prof.dr. Gerard Tellis |
Abstract:
Marketing scholars have only recently started to explore the strategic
marketing challenges faced by firms in technology-intensity (TI)
markets. Still, technology is at the core of many contemporary markets
and TI markets are unique because of their knowledge-intensity and
technological turbulence. The objective of this dissertation is to
explore how transactions of high tech systems are different from
transactions of monolithic products and what the implications are
towards strategic marketing of such systems. The different chapters
answer important questions: When is bundling optimal? What drives
organisations towards outsourcing of system integration and single
sourcing of system components? What is the effect of the embeddedness
of relationships on the choice of a system vendor? What is the mutual
influence among system components (e.g. hardware/software) in the
growth of a new technology?
Global / English