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Taking technology to market
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业务
产业组织
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期刊：Harv. Bus. Rev.; (United States) 摘要：For many years, the concept of the product life cycle has helped managers maximize their return on product sales. But according to the authors of this article, using a technology solely in product sales is no longer enough. Today, companies face high R and D costs, competitive pressures from low-cost producers, capacity limitations, antitrust laws, financial difficulties, and foreign trade barriers. This means that they must improve the rate of return on their technology investments by marketing their technology as completely as possible during all phases of its life cycle. The technology life cycle - derived from the product life cycle - pinpoints the changing decisions companies face in selling their know-how. The authors also discuss both the competitive dangers of transferring technology to low-cost foreign producers and the growing role of intermediaries in technology sales. They stress the importance of having a highly specialized staff to plan a company's technology marketing, a responsibility that should be assigned neither to the part-time attention of top management nor simply to marketers or strategic planners |
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2020-12-01 10:16:11 发布，悬赏 10 积分
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