PL EN


2018 | 5 (376) | 289-299
Article title

Marketing of New Technologies and Products – Perspectives, Challenges, and Actions

Content
Title variants
PL
Marketing nowych technologii i produktów – perspektywy, wyzwania i działania
RU
Маркетинг новых технологий и продуктов – перспективы, вызовы и действия
Languages of publication
PL EN RU
Abstracts
EN
This paper explores some of the challenges of marketing technology based products, cites some examples, and offers counsel for management action. Globally, technology based organizations must confront three major scientific and technological trends: the exploding annual increase in R&D investment and the relate number of researchers, the globalization of scientific and technological knowledge, an accelerating rate of scientific and technological knowledge diffusion. This section comprises the foundational base of marketing of new technologies and products. The new technology advancements destroy current products and markets while simultaneously creating new products and markets opportunities. The paper presents some perspectives on new technology innovations and products and related marketing issues. Examples from Poland and the USA will be cited.
PL
W artykule zbadano niektóre wyzwania marketingu produktów opartych na technologii, przedstawiono pewne przykłady oraz zaoferowano poradnictwo w kwestii działania zarządu. Globalnie, oparte na technologii organizacje muszą stawić czoło trzem głównym trendom naukowo-technologicznym: gwałtownemu corocznemu wzrostowi nakładów na B+R i związanej z tym liczbie badaczy, globalizacji wiedzy naukowo-technologicznej oraz przyspieszonemu tempu rozpowszechniania wiedzy naukowo-technologicznej. Artykuł zawiera podstawy marketingu nowych technologii i produktów. Postępy nowej technologii niszczą obecne produkty i rynki jednocześnie tworząc nowe produkty i szanse na rynkach. W artykule przedstawiono niektóre perspektywy innowacji i produktów nowej technologii oraz związane z tym zagadnienia marketingowe. Podano przykłady z Polski i USA.
RU
В своей статье авторы изучают некоторые из вызовов для маркетин- га продуктов, основанных на технологии, указывают некоторые примеры и предлагают консультацию по действиям по управлению. Глобально, осно- ванные на технологии организации должны столкнуться с тремя основными научно-технологическими трендами: взрывообразное ежегодное увеличение капвложений в НИР и ОКР, а также связанное с этим число исследователей, глобализация научных и технологических знаний, ускоряющиеся темпы рас- пространения научных и технологических знаний. Этот раздел содержит основополагающую базу маркетинга новых технологий и продуктов. Разви- тие новой технологии разрушает нынешние продукты и рынки, одновремен- но создавая новые продукты и рыночные возможности. Статья представля- ет некоторые перспективы новых технологических инноваций и продуктов, а также смежные маркетинговые вопросы. Приводятся примеры из Польши и США.
Year
Issue
Pages
289-299
Physical description
Contributors
References
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-b361a3d7-bebc-4ea4-be1d-dc2837157c8a
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