A proposal for an integrated marketing framework for emerging high technologies

Abstract

The waves of change and rapid development of high tech products force industries and firms to seek new ways to compete and survive. Just as a cyclone of emerging new products seem to influx the market, new strategic business planning are discussed in many research area. Knowledge of this important domain of high technology marketing strategy remains limited and relatively small amount of literature, most of which is found in a few general marketing textbooks, addresses this specific topic. This paper therefore aims to develop a strategic integrated marketing framework that is workable in the convergence for high tech product, services, information and experiences. It focuses on renewable energy business perspective ocean thermal energy conversion (OTEC) that converts the heat trapped in the surface of the ocean at temperate regions and converts it into energy at a designated temperature. This paper adopts qualitative approach in its efforts to explore a new body of knowledge in strategic high tech marketing mix focusing on the themes derived from marketing environmental forces and framing an innovative solutions for the sustainability of emerging high tech business milieu in Malaysia.