BU479 Lecture Notes - Lecture 1: Creative Destruction, Online Advertising, Wii
Document Summary
Defining high tech marketing: marketing of high tech products, adapting/modifying standard marketing strategies for high-tech products, use of technology for marketing: social media, online advertising, etc. Definitions of high technology: high technology: cutting edge, advanced products/processes that rely on scientific/engineering knowledge. Innovations: things that are new, some of which are high-tech. If the number of technology jobs exceed 15% in an industry, more than 3x the national average it is considered high tech. Incremental innovations: continuations of existing products, methods or practices. Minor improvements made with existing methods and technology. Continuum of innovations: along a continuum where one side is incremental and one side is breakthrough, breakthrough, can determine the difference between the two when you have a tough time comparing it to. Incremental example: iphone vs breakthrough: world wide web something that came before it: breakthroughs: itunes combined with the ipod (changed the way that we consumed music),
