The marketing of innovations in high‐technology companies: a network approach

Abstract

Purpose

This article aims to consider the usefulness of network theory in examining the marketing of high‐technology products and services.

Design/methodology/approach

High‐tech companies are analysed in light of a network approach to marketing.

Findings

The research finds that building marketing relationships can improve the viability of high‐tech companies.

Originality/value

The article contributes to the development of theory that can enhance the marketing of high‐technology products and services.

Citation

Borg, E.A. (2009), "The marketing of innovations in high‐technology companies: a network approach", European Journal of Marketing, Vol. 43 No. 3/4, pp. 364-370. https://doi.org/10.1108/03090560910935479