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Although useful, the currently dominant marketing philosophies reveal themselves to be inadequate for addressing issues and problems specific to high-tech industries and products. This study proposes “market driving” as a new paradigm for marketing high-technology products and innovations. Based on an extensive review of the extant literature (and input from leading marketing scholars), a broad-based definition of the market driving approach is developed, and compared to existing paradigms of market driven activity, customer leading and market pioneering. The suitability of the market driving paradigm in addressing the unique characteristics of high technology industries is discussed.
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Hills et al. (2003) studied this question.
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