Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 16: The Role of Uncertainty and Trust in the Marketing of New Technologies
Dietmar Roessl, Matthias Fink and Sascha Kraus INTRODUCTION The intensiﬁed pressure of innovation within the majority of developed economies, the shortened cycles of product development, as well as the constant leaps of technology following on from one another with increased velocity, have all led to considerable problems for an increasing number of enterprises in the last decades. Companies are often forced to put completely new (revolutionary) innovative products on the market (Yadav et al., 2006), as for example the ﬁrst-time market introduction of VoIP (Voice over Internet Protocol) in the late 1990s. In order to sell these new products, new technology marketing has become one of the core competences for technology-intensive enterprises (Tschirky et al., 2000). Within this context, however, companies often ﬁnd themselves confronted with signiﬁcant obstacles. One of the main obstacles is the lack of a ‘market history’ for these kinds of new technology products. Owing to the lack of experience of the participants in the market with the product that is oﬀered, the suppliers of new technology products often have to face massive barriers concerning their marketing. This is particularly the case when the company itself does not yet possess a well-documented history of activity in the respective market. This paper focuses on suppliers of new technology products that do not yet have any reputation in the market. These suppliers are either relatively youthful enterprises or well-established companies that try to enter a completely new market in which they are not yet known with...
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