Marketing orientation and its impact on product development in the Scottish software Industry.

Cuthbert, A; Thomson, John R

Abstract

In this paper, the authors discuss and evaluate marketing orientation and its impact on product development in the Scottish software industry. Spektra Systems Limited is used as a case in point. The authors carry out a wide literature review encompassing current strategic marketing theory on marketing orientation and new product development in small high-technology firms. This is tested using primary research carried out in Scotland between 1997 and 1999.

Citation

Cuthbert, A., & Thomson, J. R. (1998). Marketing orientation and its impact on product development in the Scottish software Industry

• Conference Name: IMP Conference (15th): Interactions, Relationships And Networks: Towards The New Millennium
• Start Date: Sep 2, 1999
• End Date: Sep 4, 1999
• Publication Date: 1999
• Deposit Date: May 25, 2015
• Peer Reviewed: Peer Reviewed
• Keywords: marketing orientation; product development; small high-technology firms; software industry
• Public URL: http://researchrepository.napier.ac.uk/id/eprint/8272