The high tech sectors (software, computer hardware, computer-based services such as on-line services and data hosting) are continuing to grow faster than our economies as a whole and many high tech companies generate very significant shareholder value. However, most managers in the high tech industries acknowledge that the vast difference in value creation among competing companies is only partially related to patents, technical innovations and product quality. More important is often the ability (of management) to understand the dynamics of the high tech markets and to position their companies correctly so that they can capture value and to leverage their resources through co-operation with other companies. It is, in other words, management’s strategic marketing skills. While some aspects of marketing strategy apply across many sectors, there are a number of factors that are distinctive to high tech businesses. It is therefore of value to any manager in the high tech industry to understand the specific challenges and opportunities that a marketing strategist will confront when operating within the high tech industry. Marketing Strategies for the New Economy provides clear explanations of how and where value and profits typically are generated in the high tech business and how management can develop and execute strategies to position their high tech companies for lasting success. It illustrates what is so special about the high tech markets (including their commercial structures), where shareholder value can be increased and how a only strategic marketing can release this potential. To give the book a practical edge beyond these concepts, the authors present a “critical path” which is a coherent framework that pulls together these concepts, enabling the reader to implement a winning strategy in this highly competitive field.
Book Details:
- Author: Lars Tvede
- ISBN: 9780470668207
- Year Published: 2001
- Pages: 256
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
The high tech sectors (software, computer hardware, computer-based services such as on-line services and data hosting) are continuing to grow faster than our economies as a whole and many high tech companies generate very significant shareholder value. However, most managers in the high tech industries acknowledge that the vast difference in value creation among competing companies is only partially related to patents, technical innovations and product quality. More important is often the ability (of management) to understand the dynamics of the high tech markets and to position their companies correctly so that they can capture value and to leverage their resources through co-operation with other companies. It is, in other words, management’s strategic marketing skills. While some aspects of marketing strategy apply across many sectors, there are a number of factors that are distinctive to high tech businesses. It is therefore of value to any manager in the high tech industry to understand the specific challenges and opportunities that a marketing strategist will confront when operating within the high tech industry. Marketing Strategies for the New Economy provides clear explanations of how and where value and profits typically are generated in the high tech business and how management can develop and execute strategies to position their high tech companies for lasting success. It illustrates what is so special about the high tech markets (including their commercial structures), where shareholder value can be increased and how a only strategic marketing can release this potential. To give the book a practical edge beyond these concepts, the authors present a “critical path” which is a coherent framework that pulls together these concepts, enabling the reader to implement a winning strategy in this highly competitive field.
Marketing Strategies for the New Economy fills a gap for a book that describes all aspects of marketing management as practiced by the most successful executives in the high-tech industry. It provides clear explanations of how and where value and profits are typically generated in the high-tech business and how management can develop and execute strategies to position their companies for lasting success. The book illustrates what is so special about the high-tech markets (including their commercial structures), where shareholder value can be increased, and how only strategic marketing can release this potential. To give the book a practical edge beyond these concepts, the authors present a “critical path”–a coherent framework that pulls together these concepts. * The first book to actually provide a comprehensive understanding of the dynamics of the high tech markets; information on how companies in this sector need to position themselves correctly so that they can capture value; and information for the creation of a strategy to leverage their resources through co-operation with other companies. . * Presents a “critical path”–a coherent framework that enables the reader to implement a winning strategy in this highly competitive field. * Provides examples of marketing plan structures, a high tech marketing audit, and a chronology of major marketing breakthroughs.
About the Author
Lars Tvede holds a Master’s degree in Engineering and a Bachelor’s degree in International Commerce. He spent 11 years in investment banking before moving to the high-tech and telecommunications industries in the mid 1990s. In 1996 he co-founded The Fantastic Corporation, a broadband software company that was taken public on the Frankfurt Stock Exchange by Goldman Sachs less than three years after its foundation. Lars Tvede has also been a seed investor in other successful high-tech / new media start-ups, and sits on the board of several of these. Previous book titles written by Tvede include: International Marketing Planning. The Psychology of Finance, Business Cycles – from John Law to the Internet Boom and Data Broadcasting – the Technology and the Business. He is a frequent speaker at international congresses on broadband, new media and convergence. Peter Ohnemus is one of Europe’s most successful new economy entrepreneurs. He has been part of four different start-ups that made their way to the IPO-COS, Sybase, Logic Works and The Fantastic Corporation, where he is co-founder and Vice Chairman. He also works closely with standards bodies, universities and research institutes around the world to drive the development of broadband multimedia. In 1999 he was awarded ‘Entrepreneur of the Year’ of Switzerland. Peter Ohnemus is a frequent commentator in trade and business press as well as on television. He currently sits on various boards, including Rothschilds Bank, CommerceOne, Go4Equity.com, Remote-1, MediaGateway and Fantastic.