Paper info: The Influences On Contemporary Marketing PracticesIn High-Technology Companies:Research Programme and Preliminary Findings
The Influences On Contemporary Marketing PracticesIn High-Technology Companies:Research Programme and Preliminary Findings
Janet Downes and Roger A. Palmer
Place of Publication
The paper was published at the 21st IMP-conference in Rotterdam, Netherlands in 2005.
The aim of this research is to identify and understand the contextual, customer and firmbased factors that influence the adoption of certain marketing practice(s), and the transitionsbetween practices in high technology industries. It is also intended that this research will givemore detailed insight into and understanding of the nature of marketing practices in hightechnology industries. The work builds on the findings of the Contemporary MarketingPractice stream research, and develops further research gaps identified by Coviello, Brodie,Danaher and Johnston 2002.The specific research questions to be addressed are:1. How is marketing practice changing in the firms to be studied?2. Why are these changes happening?3. How does the internal and external environment influence the process of change inmarketing practice?A case study methodology has been selected in order to allow exploration of the phenomenaunder investigation in context. This is consistent with the purpose of the research, the natureof the research questions and the phenomena under study. Multiple holistic case studies willbe used and work has been and will be conducted internationally. The paper describes thetheoretical model underpinning the research together with findings from a pilot study.Keywords: Contemporary marketing practice, change, high technology