Special Issue of Industrial Marketing Management


Marketing of High-Technology Products, Services and Innovations; Guest Editors: Shikhar Sarin and Jakki Mohr; Deadline 1 Apr 2007

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From: "Peter LaPlaca" <pjlaplaca@snet.net>
Date: Fri, 12 May 2006 09:02:52 -0400


Marketing of High-Technology Products, Services and Innovations


Guest Editors: Shikhar Sarin and Jakki Mohr

High-technology products, services and innovations are introduced in turbulent, time and information intensive environments, where the odds of success are often difficult to ascertain.  Because of the complexity of the high-tech environment, identifying, implementing, and evaluating marketing strategies is equally complicated.  Increasingly underlying knowledge constitutes a large part of the value of technologically-based products.  Enhanced theoretical and managerial understanding of marketing for these products is warranted.

The special issue of Industrial Marketing Management invites manuscripts submissions that contribute theoretically, methodologically, and substantively to our understanding of this important and complex topic. Although the range of possible topics is quite wide, the list below gives an idea of the areas that are particularly suitable for the special issue.  We encourage and welcome a variety of research methodologies that would be appropriate to address problems in these research areas.

All manuscripts submitted for this special issue should be consistent with the editorial objectives and philosophy of the Industrial Marketing Management: http://www.sciencedirect.com/science/journal/00198501

Please submit manuscripts as MSWord attachments to e-mail directly to Shikhar Sarin Ssarin@boisestate.edu or Jakki Mohr Jakki.Mohr@business.umt.edu with a copy to the journal editor plaplaca@journalimm.com. IMM only reviews manuscripts that are not under consideration for publication at another journal or that have not been previously published either in whole or part in any other publication.


  • Defining characteristics of the high-technology environment, and their implications for marketing strategies;
  • The role of network externalities and industry standards in the development of high-tech markets;
  • The degree to which marketing must be modified and adapted for high-technology environments;
  • The effects of market orientation (market-driven/market-driving) or customer orientation on high-technology marketing strategies/new product success;  
  • Forecasting methodologies for high-technology products;
  • R&D/Marketing interaction;
  • Market research tools for high-tech products (such as empathic design; lead users);
  • Strategy and corporate culture in high-technology firms;  
  • Partnering strategies, strategic alliances, and issues particularly pertinent to high-technology firms;
  • Intellectual property considerations; 
  • Distribution and supply chain management concerns of high-tech marketers;
  • Pricing considerations unique to high-tech products;
  • Advertising and promotion considerations of particular importance for high-tech products;
  • Sales of technology-related products/know-how at multiple stages of development (technology licensing of know-how; proof of concept; components; final products, etc.);
  • Product development and management considerations in high-tech companies;
  • How high-tech companies can avoid commoditization (for example, through CRM, adding a services revenue stream, etc.)
  • Understanding customer behavior in high-tech markets, and implications for marketing, e.g., 
    • The Chasm and beyond 
    • Segmentation strategies
    • Adoption/Diffusion of innovation
  • Antitrust considerations unique to high-tech contexts
  • Societal and public policy considerations (such as the Digital Divide) for high-tech products

A variety of research contexts for testing the theories and models would be appropriate, such as consumer electronics, telecommunications, information technology hardware and software, and biotechnology – as long as generalizeable conclusions are drawn and presented by the authors.


Although marketing via the Internet is technology-driven, manuscripts on this topic would be suitable for this special issue only to the extent that they illuminate marketing for high-technology products in a unique and meaningful way.  Hence, examining issues related to Internet marketing for more traditional products—say books or apparel—would not be consistent with the focus of this special issue.  Nor would merely using the Internet as a context for marketing of high-technology products.  Authors of manuscripts for Internet-related research are encouraged to submit papers applying the internet in B2B situations for non-high tech products and services to a regular issue of Industrial Marketing Management or for B2C applications to consider other outlets, such as the Journal of Interactive Marketing, or the International Journal of Electronic Commerce.