Purpose This study explores the success and failure of two similar small software technology firms from a marketing … perceived and prioritised marketing and innovation. Findings The findings confirm the need for small software firms to strike a … results can also offer a marketing benchmark for other SMEs within the software industry. Originality/value This is a unique …

Strategic marketing planning requires that the marketing objectives strategies for a specific product … affects both consumer behavior and corporate decisions. This article focuses on the particularities of strategic marketing … reference market, do not have a marketing activity correlated with the medium and long term market needs. One of these needs …

from start-ups. We study this question in the context of the software industry, an environment where evidence of the … an independent software vendor's (ISV's) decision to become certified by a platform owner and produce applications …

cannot be transferred without adaptation. Therefore, this article provides an overview of pricing models for software. In …Due to the economic characteristics specific to the software industry, pricing concepts existing in other industries … discrimination, price bundling, and dynamic pricing strategies. Furthermore, we refer to recent software delivery models, such as …

This paper analyzes approaches investigating success drivers of mergers and acquisitions (M&A) in the software industry …. The literature review covers a classification of research papers in the generic and software industry specific M … factors have not been examined so far with respect to the software industry. Building on these insights, the resulting areas …

) provide a hierarchy of activities that allows deriving value chains at different levels of granularity. Since software is a … software industry. The resulting universal and hierarchical software value chain can serve as a sound foundation for further … studies of the software industry. Furthermore, practitioners can tailor the proposed methods to their needs and apply the …

measure hasn’t been applied in software business research. We hence outline its application in other fields by conducting a …,171 software firms in the period 2002-2009. These results indicate an increasing degree of vertical integration in the software …

. However, new developments in technologies and markets pose threats and open up opportunities to firms. Especially the software …

This paper analyses business models of software firms. The underlying framework comprises eight variables derived from … a comprehensive software industry business model conceptualisation. Using this framework, we classify the business … models of the global top 100 software firms based on their annual reports. Then, we run clustering algorithms in order to …

China and India are emerging as major new entrants in the international software industry. Both are rapidly learning … different. Chinese software firms have focused on their domestic market by working with foreign MNCs, while they move cautiously …