Chapter 2 – Strategic Market Planning in
High-Tech Firms
Chapter Features
The chapter includes a wide variety of high-tech examples to support the chapter content, including:
• Medtronics’ strategic planning process
• Amazon’s push into cloud computing and other Web services
• Green building technologies
• Nintendo Wii marketing strategies
• Intel’s organizational structure
• Base of the pyramid products: Dignity Toilets and Envirofit
• IPTV models (Avail Media)
Sneak Peek at Chapter Content
What are the major steps in the strategic planning process?
How does a high-tech company trade-off making investments in new technologies and investments in marketing existing technologies?
What are the key strategy decisions?
What are the key strategy types?
Should high-tech companies use formal planning processes?
How can high-tech companies assess their marketing performance?
What are technology incubators?
Should high-tech start-ups bootstrap or seek venture capital?
Listing of Chapter topics from the Table of Contents
Application Ideas
Other Interesting Articles and Technologies