Technology Marketing: A New Core Competence of Technology-Based Enterprises

Abstract

Even in the area of technology, firms are increasingly contracting in from external sources, or contracting out their own work to third parties. This involves the areas of licensing, R&D cooperation, production and OEM briefs and commerce in technologically demanding components and part-products. The activities, which we call, ‘Technology Marketing’, depend on new processes and concepts. Why? Because known marketing methods do not sufficiently address the unique knowledge-defined nature of technologies. This chapter seeks to answer the questions: What new tasks does technology marketing embody, how should technology marketing be organized and to what extent is top management involved in technology marketing tasks?