MARKETING IN HIGH-TECHNOLOGY FIRMS

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is concluded, inter alia, that high technology firms should balance their technology perspectives with the important issues related to market dynamics.