The Marketing Concept and New High‐Tech Products: Is There a Fit?
Dennis J. Cahill, Sharon V. Thach, Robert M. Warshawsky · Journal of Product Innovation Management · 1994
This article defines the marketing concept in a traditional way, but extends its application to high‐technology products. Dennis Cahill, Sharon Thach, and Robert Warshawsky present two case studies of high‐technology products. Both products were ultimately market failures; however, the analysis presents one as a successful application of the marketing concept, contrasting sharply with the other.