Creating marketing strategies in new technology markets: A study of the expert system industry

Technological innovation is widely recognized as a major factor influencing competitiveness. This is particularly true i n turbulent and dynamic IT markets. Consequently, the effective strategic management of technological innovation by companies is one route to securing their survival and growth. The focus of the research presented is the evolution of marketing strategies by innovators facing diverse competitive challenges in the expert system market. The study examined the role of strategic marketing i n the commercial exploitation of technology and how this role changes, especially after market launch. What was interesting urm the extent to which suppliers were not only designing new technologies but also creating business applications for the new technology. The acquisition of market know-how to devise end-,user applications was a vital ingredient i n securing a competitive advantage.