راهبردهای برد برای نوآوری و مدیریت محصولات با فن آوری پیشرفته

Though numerous studies examine the issues on innovation, diffusion, and adoption of high-tech products, the industry practitioners still have many questions unanswered. Twenty papers in this special issue of the Journal of Business Research explore six major venues in this area. The contributors presented the studies in the track of innovation, diffusion, and adoption of high-tech products at the Global Marketing Conference held in Tokyo, Japan in September 9–12, 2010. All these papers have gone through double-blind reviews and revisions. The scholars share the successful experiences in innovation, analyze the diffusion of information and communication technology, investigate the adoption of high-tech products, discuss the technology management issues, and evaluate the marketing strategies for high-tech products.

Innovation has become a key concept in the business world as the global economy seeks to escape from a period of major recession. Despite developments of so many breakthrough technologies and products, high-tech firms, big or small, are still struggling in creating and extending the new market opportunities. With technology being a necessary condition, marketing should play a critical role in fulfilling the dream of successful diffusion of high-tech products and services. It is an honor and pleasure of co-guest editors to present high quality papers that are to provide rigorous and relevant insights into the critical issues of this area in the special issue of the Journal of Business Research. This special issue is a direct outcome of the Global Marketing Conference held in Tokyo, Japan during September 9 to 12 in the year 2010, which Korean Academy of Marketing Science and Society for Marketing Advances co-organized. The conference was very successful in the sense that it gathered scholars from several countries all over the world and that it received more than 1000 submissions. The track of “Innovation, Diffusion, and Adoption of High-Tech Products” was one of the most popular tracks among 48 of them at the conference. The conference papers submitted to this track went through three stages of blind review processes, and the guest editors are proud to include 20 most excellent papers in this issue. The following sections discuss major issues in the research area of innovation, diffusion, and adoption, and then summarize the papers included in this special issue. In the last section, the guest-editors acknowledge the contributors to this special issue.