Many "new" products enter the marketplace each year. Most of these products are not genuinely new or innovative. One estimate places the number of truly new products at less than ten percent. The other ninety percent are modified or repositioned products. A survey of new consumer products found...

Since Ackoff (1970) suggested that a business strategy can be formulated on the basis of the key relationship between managerially controllable (strategic) and uncontrollable (environmental) variables, many research studies have explored strategic models that explain performance in terms of...

Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology‐based products. The purpose of this paper is to answer such fundamental questions as: what a...