The web revolution has aroused great expectations on the growth of online technology markets. However, operating in such environments raises several issues that are often neglected. In the first part of the paper, an in-depth analysis on the potential advantages, constraints and limits to the development of online markets is conducted. The paper also examines some relevant cases of online technology markets. A discussion of the current experience and the emerging managerial problems is then proposed. Some strategic implications for online marketing of technology are finally examined.
Online technology markets and suitable marketing strategies
BOLISANI, ETTORE;
2005
Abstract
The web revolution has aroused great expectations on the growth of online technology markets. However, operating in such environments raises several issues that are often neglected. In the first part of the paper, an in-depth analysis on the potential advantages, constraints and limits to the development of online markets is conducted. The paper also examines some relevant cases of online technology markets. A discussion of the current experience and the emerging managerial problems is then proposed. Some strategic implications for online marketing of technology are finally examined.
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