Proceedings of The 2nd International Conference on Advanced Research in Business, Management and Economics
The Empirical Study of Innovation and Marketing Strategy in the High Tech Products Context
The research identifies relevant gaps and addresses the research questions by using meta- analysis, phenomenology and FsQCA study. This study addresses innovation and marketing strategy within the context of high technology in Taiwan. The research argues that adopting innovation and marketing strategy increases the likelihood of success and sustain their competitive advantage. This research proposal addresses these questions by revisiting the external and internal environment force, innovation, marketing strategy and performance in the high tech industry context by using qualitative and quantitative methods. Research results and managerinal implication is discussed in the article.
Keywords: High tech industry, innovation, marketing, meta-analysis, phenomenology, FsQCA.