Marketing and Technology: A Strategic Coalignment
A model for the systematic evaluation and management of a company's technological resources is proposed as a first step to developing an integrated corporate marketing-technology strategy. The proposed framework raises 4 issues: 1. technology identification, 2. technology additions, 3. technological commercialization, and 4. treatment of individual technologies as interdependent elements making up an integrated, coherent plan. The technological decision nexus involves decisions related to the firm's development and commercialization of its technology.