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En esta página puede consultar o descargar diversos documentos que recomendamos para ampliar o complementar el contenido del curso.

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"Dinámica de desarrollo de los mercados de alta tecnología". Ricardo Lucas Fernández (2004)

Introducción al marketing de la alta tecnología. Conducta de los compradores de alta tecnología. Dinámicas de desarrollo de los mercados.

"The Era of Digital Disruptions: Exploring the Next Technology Wave". CSC Leading Edge Forum (1999)

For the last five years organizations and individuals have been at the hands of a rapidly changing disruptive technology: the Internet. This technology - particularly its World Wide Web subset and local intranets - has far-reaching implications that have only begun to be exploited. These include: . Enabling organizations to operate in "ultra-real time," such that the business knows to the second exactly where it stands - every widget, every sale, every customer. . Spawning the "extended enterprise," an enterprise of enterprises that makes markets more efficient. . Fostering a wide range of business strategies that leverage information assets and capabilities. . Creating a new and fully interactive channel for business-to-consumer and business-to-business commerce. . Redefining customer service and enabling shifts in the customersupplier relationship and what it means to get closer to customers. . Opening the free flow of information within and between organizations. CSC has identified ten disruptive technologies and their associated business trends. While each trend is disruptive on its own, when interleafed the trends provide more powerful insight through which organizations can conceive product and service innovation and boost operational efficiency.

"Building market orientation in biotechnology SMEs: Balancing scientific advances and market demands". Maija Renko, Alan Carsrud, Malin Brännback and Juho Jalkanen (2003)

This paper reports on a research project that looks at the market and science interplay in smalland medium sized (SME) biotechnology firms. The construct of behavioral market orientation is our main tool for analyzing science push and market pull in biotechnology SME context. Market orientation is a set of specific behaviors and activities needed for better understanding of markets (both industrial customers such as large pharmaceutical companies and end users) and responding to their specific needs [16].We report of findings of an action research project, in which a strategy for the pharmaceutical cluster organization in Finland has been created. The results of this action research show the strong science and technology orientation (push) of biotechnology SMEs along with insufficient, or weak, market orientation (pull). Furthermore, our results show that the traditional components of market orientation - market intelligence generation, dissemination, and responsiveness - need to be redefined in the biotechnology context. For biotechnology SMEs, market intelligence generation involves absorbing market intelligence from the surrounding organizational network. Critical for intelligence dissemination is integrating market intelligence into different thought worlds in the organization. Responsiveness to market intelligence in biotechnology SMEs has a strong proactive component in it; firms create new markets and blur the boundaries of existing ones. These findings serve as a basis for future development of a research instrument, which measures market orientation in science based firms.

"Buying High Tech Products: An Embeddedness Perspective". Stefan Wuyts, Stefan Stremersch & Philip Hans Franses(2001)

Prior research on technology-intensive (TI) markets makes abstraction of the social context in which transactions take place. In contrast with this prior literature, the authors show that buyer-vendor transactions in TI markets are relationally and structurally embedded in an interfirm network. Their main premise is that buyers in TI markets prefer vendors with whom they can share a strong tie, and that in turn buyers want these vendors to share strong ties with their component manufacturers. This is an important addition to TI literature and to the on-going debate on the strength of ties in the sociology, management and marketing literatures. The authors also specifically consider how characteristics focal to TI markets, such as the know-how buyers possess or the pace of technological change they perceive, affect the extent to which buying behavior is relationally and structurally embedded. An empirical test in the computer network market shows good support for the developed theory.

"Living on the Fault Line (Presentation)". Geoffrey Moore (2000)

The fault line -- that dangerous, unstable seam in the economy where powerful innovations and savage competition meet and create market-shattering tremors. Every company lives on it; no manager can control it. In the original edition of Living on the Fault Line, Geoffrey Moore presented a compelling argument for using shareholder value (or share price) as the key driver in management decisions. Moore now revisits his argument in the post-Internet bubble world, proving that the methods he espouses are more germane than ever and showing companies how to use them to survive and thrive in today's demanding economy.

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