Technology-Based Marketing (TBM): A New Competitive Approach for High-Tech Industries

This paper presents an innovative competitive approach for high-tech industries, named Technology Based Marketing (TBM). This approach is compared with other eight business approaches. Nowadays, competition is changing and becoming more dynamic and therefore more difficult. Hence, technology can be leveraged to a source of competitiveness. With the TBM approach, three types of technology can be leveraged product, production, and management. The success of the TBM approach depends on certain conditions, only some of which are controlled by the firm. Managers are forced to cope with conditions of uncertainty, both marketing and technological uncertainty. Although marketing uncertainty is unavoidable, technological uncertainty can be reduced. Adopting TBM enhances the ability to cope with uncertainty in order to achieve the firm’s goals.