THE RELATIVE IMPACT OF VARIOUS MARKETING METHODOLOGIES WHEN LAUNCHING INDUSTRIAL HIGH-TECHNOLOGY PRODUCTS INTO FOREIGN MARKETS: FINDINGS FROM FINNISH HIGH-TECH FIRMS
This study attempts to identify the marketing variables and methods associated with the successful or unsuccessful launch of industrial high-tech products into non-domestic markets. Finnish high-tech firms were selected as a population base due to the ambient domestic pressures on those firms to both conduct R&D and to export the resultant high-tech products. Marketing factors found to be related to the successful launch of high-tech products into overseas markets are examined for their managerial implications. Presented at 13th International Conference, Vaasa, Finland, May 2003.