The Value Relevance of Brand Attitude in High-Technology Markets

2001 ◽  
Vol 38 (4) ◽  
pp. 485-493 ◽  
Author(s):  
David A. Aaker ◽  
Robert Jacobson
Keyword(s):  
Value Relevance ◽  
High Technology ◽  
Brand Attitude ◽  
Technology Markets

scholarly journals Customer-supplier relationships in high technology markets 3.0

2019 ◽  
Vol 79 ◽  
pp. 94-101 ◽  
Author(s):  
Ko de Ruyter ◽  
Debbie Isobel Keeling ◽  
David Cox
Keyword(s):  
High Technology ◽  
Supplier Relationships ◽  
Technology Markets

Can Market-Based Contracts Substitute for Alliances in High Technology Markets?

1996 ◽  
Vol 27 (5) ◽  
pp. 963-979 ◽  
Author(s):  
Markus Nordberg ◽  
Alexandra J. Campbell ◽  
Alain Verbeke
Keyword(s):  
High Technology ◽  
Technology Markets

Success in High-Technology Markets: Is Marketing Capability Critical?

1999 ◽  
Vol 18 (4) ◽  
pp. 547-568 ◽  
Author(s):  
Shantanu Dutta ◽  
Om Narasimhan ◽  
Surendra Rajiv
Keyword(s):  
High Technology ◽  
Marketing Capability ◽  
Technology Markets

scholarly journals Managing Dynamic Competition

2002 ◽  
Vol 92 (4) ◽  
pp. 779-797 ◽  
Author(s):  
Tracy R Lewis ◽  
Huseyin Yildirim
Keyword(s):  
Intellectual Property ◽  
Software Development ◽  
Data Processing ◽  
Lower Cost ◽  
High Technology ◽  
Dynamic Competition ◽  
Technology Markets ◽  
Development Data

In many important high-technology markets, including software development, data processing, communications, aeronautics, and defense, suppliers learn through experience how to provide better service at lower cost. This paper examines how a buyer designs dynamic competition among rival suppliers to exploit learning economies while minimizing the costs of becoming locked in to one producer. Strategies for controlling dynamic competition include the handicapping of more efficient suppliers in procurement competitions, the protection and allocation of intellectual property, and the sharing of information among rival suppliers.

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