TITLE

Role of ICTs in the Marketing of Refractory Products as Innovation Success Factor

AUTHOR(S)
Gochhait, Saikat
PUB. DATE
January 2014
SOURCE
Journal of Marketing & Communication;Jan-Apr2014, Vol. 9 Issue 3, p56
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper seeks to explore the role that Information and Communication Technologies (ICT) plays in the processes of product innovation and marketing -- as an element that strengthens the cooperation and communication among agents within the innovation project, reducing the obstacles to innovation and enhancing the development of differentiated refractory products as well. The study of a sample of 100 refractory companies in India allows the contrast of initial hypotheses and establishes a profile of an innovative company based on the significant relationships that exist between innovation and ICT use in marketing and cooperation. Two ideas stand out from the analysis. First, intensive ICT use in marketing makes the company more innovative, as it perceives that its usage breaks down barriers to innovation and speeds up processes that in turn become more efficient. Second, increasing ICT use in marketing encourages company predisposition to collaborate with and integrate particular agents within the business environment in the development of the innovation process, improving the degree of adaptation of the new product to market demands. This study offers important contributions, and draws conclusions for those directors involved in the development of new products. A new framework is presented for identifying the role that intensive ICT use in marketing plays as an element that strengthens the cooperation and communication relationships in new product development processes in refractory industries.
ACCESSION #
95858844

 

Related Articles

  • In Indian, familiarity breeds better content. LeHardy, Melissa; Ryan, Amy // Marketing News;04/23/2001, Vol. 35 Issue 9, p40 

    Focuses on the need for international marketing researches in the development of the information technology market in India. Move of information technology marketers to research on the differences in culture and infrastructure to ensure successful product development; Factors to consider in...

  • Volantis helps brands get their content direct to users' mobiles. Brooks, Greg // New Media Age;1/19/2006, p10 

    This article reports on the launch of the Volantis Mobile Content Storefront technology, which allows brands and media owners to create a mobile site to sell digital content or physical products directly to consumers. It discusses the impact of the technology on direct-to-consumer mobile...

  • We present you with a new-look PDA, the mobile that does it all and a lightning net connection.  // Internet Business;Feb2002, p47 

    Presents several products related to wireless communication systems. Product features; Selling price; Contact information.

  • Editorial. Moody, Daryn // Journal of Brand Strategy;Autumn/Fall2013, Vol. 2 Issue 3, p220 

    An introduction is presented in which the editor discusses various reports published within the issue on topics including product brand development and support, crisis communication in financial services, and brand citizenship

  • Right Place, Right Time. BOLTON, ERIN // Systems Contractor News;May2014, Vol. 21 Issue 5, p36 

    The article offers the author's insights on three tips for information technology (IT) companies to sell products to IT buyers effectively. Tips that were mentioned include the provision of a product with high-value content in its quality and quantity, the engagement and interaction with buyers...

  • on the circuit. Wisehart, Cynthia // Sound & Video Contractor;Jul2014, Vol. 32 Issue 7, p8 

    In this article, the author shares his experiences from InfoComm show, summit from leading trade associations across the globe, and reveals several technical collaborations at the product development level and market growth of information technology market.

  • Cooperative development puts IT products on the fast track. Comello, Vic // R&D Magazine;Sep98, Vol. 40 Issue 10, p26UK 

    Reports that a British information technology (IT) product development technique called, the Dynamic Systems Development Method (DSDM), has been able to standardize the rapid application development (RAD) process that many companies have used in-house for years. Outline of the DSDM; How the...

  • Virtual vs. physical prototypes. Wiebush, Bruce // Design News;11/19/2001, Vol. 57 Issue 22, p12 

    Reports on the benefits of virtual prototypes created online as compared with physical prototypes.

  • PRODUCT NEWS.  // Information Today;Sep2012, Vol. 29 Issue 8, p28 

    The article presents product news briefs for information technology companies as of September 2012. Nature Publishing Group is expanding its Linked Data Platform to include bibliographic metadata from its academic journals, including the magazine "Scientific American." The online marketing...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics