Purpose This article aims to consider the usefulness of network theory in examining the marketing of high‐technology products and services. Design/methodology/approach High‐tech companies are analysed in light of a network approach to marketing. Findings The research finds that building marketing relationships can improve the viability of high‐tech companies. Originality/value The article contributes to the development of theory that can enhance the marketing of high‐technology products and services.
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Erik A. Borg (2009) studied this question.
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