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Success through Differentiation in the High-Tech Industry

Johannes Pruchnow, Marcus Schögel, Daniel Wentzel & Markus Weber

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abstract Many high-tech companies have found that their markets are polarizing. Some customers expect high-quality interactions with their suppliers, while others want cost-efficient and standardized transactions. However, many companies are unable to strike a proper balance in this respect and end up with convoluted go-to-market models. In short, many companies are stuck in the middle. We conducted a survey among 250 global high-tech companies to examine this issue and find that the dilemma can be solved by implementing and coordinating differentiated go-to-market models.
   
type journal paper
   
keywords
   
language English
kind of paper journal article
date of appearance 1-10-2006
journal Thexis: Wertorientiertes Channel Management
publisher Gabler (Wiesbaden)
ISSN 0254-9697
volume of journal 4
number of issue 23
page(s) 2-5
review double-blind review
   
citation Pruchnow, J., Schögel, M., Wentzel, D., & Weber, M. (2006). Success through Differentiation in the High-Tech Industry. Thexis: Wertorientiertes Channel Management, 4(23), 2-5.