Marketing in technology-intensive markets: Toward a conceptual framework

Markets in which technology assumes a central role are becoming driving for ces of the economy. The authors label these "technology-intensive" (TI) mar kets. Despite their importance, however, there is not a clear understanding of the features of a TI market. Using scientific know-how as the foundatio nal concept, the authors explore the nuances of know-how creation, dissemin ation, and use to identify eight features of TI markets. With a series of r eputable empirical propositions, they also study four marketing decisions, beginning with the most fundamental, that. is, the vertical positioning dec ision (the firm's decision about what it sells). Product design decisions ( both platform and modularity), transfer rights decisions (incorporating bot h price formats and licensing restrictions), and migration decisions (wheth er and how to move customers through an ongoing stream of technological inn ovations) round out the set.