The role of marketing strategies in successful disruptive technologies

Ganguly, Anirban, Das, Naveen and Farr, John V. (2017) The role of marketing strategies in successful disruptive technologies. International Journal of Innovation and Technology Management, 14 (3): 1750016. ISSN 2198770

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A disruptive technology (DT) is defined as an emerging technology whose arrival in the marketplace signifies the eventual displacement of the dominant technology in that sector. A potential DT can also facilitate the creation of new markets previously untapped or unserved by the existing products/services to address the unmet need. The identification and commercial success of a potential DT lie in understanding the market in terms of consumer behavior, developing new products/services, and subsequently developing innovative marketing strategies to promote them effectively to the target market. The purpose of this paper is to propose a set of strategies that might aid an organization to successfully market a DT (or a DT-intensive product/service). The proposed strategies are subsequently prioritized based upon empirical studies to determine their relative criticality for successful launch and sustenance of such products/services.

Item Type: Article
Keywords: Disruptive technology Disruptive Technology Marketing | Emerging Technology | High-Technology Marketing | Technology Marketing Strategies
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 26 Jan 2022 08:29
Last Modified: 26 Jan 2022 08:30
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