GROWING IMPORTANCE OF MARKETING STRATEGIES FOR THE SOFTWARE INDUSTRY

The paper examines the appropriability problem (i.e., the inability of firms to profit fully from their innovations) with respect to investm ents in intellectual property development in general and software in p articular, evaluates marketing, legal, and technological dimensions of the appropriability issue in the global software industry; and conclu des that increasingly firms will supplement legal mechanisms with inve stments in complementary marketing assets and development of marketing strategies aimed at strategic alliances and diversification into rela ted services in order to enhance the appropriability of the fruits of their investments in software development.