Suggests that the conventional wisdom about “high‐tech” products contains three fallacies and one shortcoming that may lead producers and marketers of these kinds of products to commit marketing resources inappropriately. Offers remedies.

This article presents the concept of the “learning organization” as a means to establish and preserve competitive advantage. This concept, relatively new and most familiar to those who specialize in organization studies, is defined and described in practical terms. One of the most difficult...