Strategic Marketing for High Technology Products

2 Business culture and High Tech enterprises

2.1 Strategic concerns and approaches

2.1.1 Conversion of Core Capabilities to core rigidities in High Tech enterprises

Due to volatile and turbulent changes occurring in the environment for High Tech companies, both on the market as well as the technology level, interest is focused on new products. A conflict thus emerges, as D. Leonard-Barton (1992) suggests, between innovation and the fixed state of benefits for the enterprise, between the two poles, that is, who conflict because of the creation of new core benefits, on one hand, and the maintenance of existing ones, on the other. New products are converted into a visible arena of conflicts between the undisputed need to maintain the competitive ...