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The Role of Marketing Actions in Accelerating the Time-to-Take-Off for Emerging Technologies: An Econometric Analysis


Research objectives and content

Achieving rapid take-off for new technology-based product categories is a common managerial objective. The fast emergence of a dominant design can have a significant impact on competitive dynamics of a market.

However, few marketing researchers have examined:
(i) which proactive marketing actions can foster initial adoption of emerging technologies and
(ii) the factors influencing a firm's commitment to these strategies.

The central concern of this paper is how firms can reduce "take-off time" for an emerging technology. I first propose a set of strategic alternatives that a firm could undertake to stimulate initial demand for a new technology. I then test how preferences for these proactive strategies differ across firms as a function of technology and industry. To do so, I collect secondary data on sales of emerging technologies. By estimating a hazard rate model I can test what is the effect of marketing strategy on time to take off and how technology and competitive factors moderate this relationship. The intended contribution is to enrich the diffusion and technology adoption literature by improving our understanding of the strategic factors affecting marketing decisions in the context of emerging technologies and by extending the body of empirical work in the area of marketing strategy. Contribution is also made by providing managerial guidelines for achieving more rapid technology take-off.

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Institut Européen d'Administration des Affaires
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