متغیرهای بازاریابی هنگام راه اندازی محصولات با فن آوری پیشرفته در بازارهای بین المللی : یک مطالعه تجربی در شرکت های فن آوری فنلاندی

While much research has been directed at variables critical to successful R&D of new and high-technology products, much less work has been directed at factors crucial to success of these products when the firm attempts to enter the international marketplace. This study surveys Finnish technology firms and identifies those marketing method variables that are associated with successful versus unsuccessful attempts to enter the international marketplace. The rank order of importance of the different marketing methods will be presented.

The product development process is long and tedious. Companies put a lot of emphasis on the development of new products. For example during the last three decades the relative amount of R&D expenditure has risen from about 0.7% to its current level of 3.5% of GNP in 2009 in Finland. This growth of R&D expenditure has been among the fastest of OECD countries (Research.fi, 2009) enabling the success of many Finnish firms. The current amount of annual spending is close to 7 B€. Good performance in product launches can be based on numerous variables. It can for example be achieved because the company is in the right place at the right time, rather than having an effective marketing management program (Kotler, 1994). Marketing has been cited as a neglected area in technology intensive companies (Autio et al., 1989, Lumme, 1994, McKenna, 1985 and Shanklin and Ryans, 1987). The emphasis of this study is on the marketing methods used and their relationship to the outcome of the international product launch. Based on the literature review, a wide variety of various marketing method variables were used in this study.