Marketing challenges in the software component business
Nina Helander, Pauliina Ulkuniemi · International Journal of Technology Marketing · 2006
Software components are complex, technology-intensive products that require special competencies not only from the people who are developing the components, but also from the people who market and sell the components. Technical challenges and competencies have already been discussed rather extensively in literature in terms of software component engineering; however, somewhat surprisingly, the marketing aspects have not yet been the foci of current research. In this paper, we aim to fill from our own end the gap in research on how to market software components. The purpose of this paper is to increase our knowledge about the challenges related to marketing commercial software components and to make propositions as to how to overcome these challenges. As the pre-existing literature about marketing commercial software components is still rather non-existent, the present study has a strong empirical focus and follows inductive research methods.