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Marketing and Technology: A Strategic Coalignment

Noel Capon; Rashi Glazer

Associate Professors, Graduate School of Business, Columbia University.

The authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments. After describing the implications of technological change for firm behavior, the authors propose a framework for developing a technology strategy and introduce the technology portfolio. The technology portfolio serves both as a model for technological resource allocation and as an aid in choosing an optimal set of technologies from a set of feasible alternatives.

DOI

10.1177/002224298705100301

Volume

51 (3)

Pages

1-14

Language

en

Export

BibTeX

Sources

crossref