Technology marketing and entrepreneurship are at the heart of most innovative companies that compete in the global marketplace (Brem and Viardot, 2015; Podmetina, Volchek and Smirnova, 2015). What can be subsumed as “new product development and technological innovation marketing” represents one of the most important issues of management and academic marketing research (Ratten, 2009; Ratten and Ratten, 2007). In short, companies who know how to market their new products and technological innovations effectively are more likely to be successful, making this a key priority for many firms (Brem and Freitag, 2015; Millson, 2015; Rauschnabel, Brem and Ivens, 2015).
Although prior research has addressed many challenges of the marketing of new technologies in the past, many questions remain unanswered and new questions are raised. These research gaps are continuously growing with the rise of new technologies such as smart technologies, wearables, Internet-of-Things, mixed/augmented reality, and others.
Each new technology is associated with several implications for firms and societies as a whole. Moreover, each new technology offers tremendous possibilities for entrepreneurs. For example, with the rise of application-based smart phones, many entrepreneurs have focused on the development of applications, and some of them (e.g. WhatsApp) have developed into very successful companies. On the contrary, new technological innovations can also threaten existing businesses and negatively impact societies as a whole. To benefit from the opportunities of new technologies and to reduce the risks of their threats, profound knowledge is needed to develop effective marketing strategies (see Rauschnabel, Brem and Ivens, 2015; Wang, 2015; Zaglia, Waiguny, Abfalter and Müller, 2015).
While past research has intensively studied new technologies such as social media, smart devices and others, most of these studies investigated these technologies after they had been established, and most of them focused on consumers only. What exactly makes new (or future) technologies successful, and how can these technologies positively contribute to other stakeholders (entrepreneurs, society as a whole, etc.) represents an under-researched area. This special issue aims to address this research gap.
We welcome submissions from marketing, innovation management, strategy, communication, public policy research and other disciplines that address the implications of new technologies for consumers, companies, entrepreneurs and societies as a whole. In particular, we encourage interdisciplinary research and papers focusing on technologies in the very early stages of the product lifecycle. Both theoretical and empirical submissions are welcome, and empirical papers can use quantitative and/or qualitative methods.
Brem, A., & Viardot, É. (2015). Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation (pp. 1-10). Springer International Publishing.
Brem, A., & Freitag, F. (2015). Internationalisation Of New Product Development And Research & Development: Results From A Multiple Case Study On Companies With Innovation Processes In Germany And India. International Journal of Innovation Management, 19(01), 155-170.
Millson, M. R. (2015). Intention: customer perceived market orientation and perceived environmental sustainability information. International Journal of Technology Marketing, 10(3), 248-265.
Podmetina, D., Volchek, D., & Smirnova, M. (2015). The relationship between innovation and internationalisation in a turbulent environment. International Journal of Technology Marketing, 10(3), 326-341.
Ratten, V. (2009). Adoption of technological innovations in the m-commerce industry. International Journal of Technology Marketing, 4(4), 355-367.
Ratten, V., & Ratten, H. (2007). Social cognitive theory in technological innovations. European Journal of Innovation Management, 10(1), 90-108.
Rauschnabel, P. A., Brem, A., & Ivens, B. S. (2015). Who will buy smart glasses? Empirical results of two pre-market-entry studies on the role of personality in individual awareness and intended adoption of Google Glass wearables. Computers in Human Behavior, 49, 635-647.
Richter, C., Kraus, S., & Syrja, P. (2015). The Smart City as an opportunity for entrepreneurship. International Journal of Entrepreneurial Venturing, 7(3), 211-226.
Wang, E. S. T. (2015). The role of player innovativeness in adopting new online games: bidimensional and hierarchical perspectives. International Journal of Technology Marketing, 10(3), 236-247.
Zaglia, M. E., Waiguny, M. K., Abfalter, D., & Müller, J. (2015). The influence of online social networks on performance of small and medium enterprises: an empirical investigation of the online business to business network. International Journal of Entrepreneurial Venturing, 7(1), 1-23.
Suitable topics include, but are not limited to, the following:
- Strategic and organisational issues in technology marketing. For example: How should organisations implement and deal with new technologies? How can the success of marketing for new technologies be measured and benchmarked?
- Technological innovations and entrepreneurship. For example: How can successful business models be built around new technological innovations (such as new apps)?
- User acceptance of new technologies. For example: To what extent are existing user acceptance theories applicable to new technologies and how do they need to be revised? How do external factors, such as economical changes or cultural aspects, influence adoption?
- Government policy and entrepreneurship. For example: Which regulatory frameworks (e.g. privacy) are necessary to minimise the risks of new technologies for societies as a whole?
- Organisational challenges of new technologies. For example: How should large corporations, SMWs, non-profit organisations, entrepreneurs and other organisations react to new innovations? How does digitisation influence businesses?
Submission of manuscripts: 30 June, 2016
Notification to authors: 30 October, 2016
Final versions due: 30 December, 2016