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Dual Market(ing) in “Bio-Engineering High Technology” New Products: The Risk of Uncertainty and Failure

Dual Market(ing) in “Bio-Engineering High Technology” New Products: The Risk of Uncertainty and Failure

Tomas Gabriel Bas
Copyright: © 2013 |Volume: 3 |Issue: 2 |Pages: 12
ISSN: 2156-1737|EISSN: 2156-1729|EISBN13: 9781466632103|DOI: 10.4018/ijmtie.2013040104
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MLA

Bas, Tomas Gabriel. "Dual Market(ing) in “Bio-Engineering High Technology” New Products: The Risk of Uncertainty and Failure." IJMTIE vol.3, no.2 2013: pp.63-74. http://doi.org/10.4018/ijmtie.2013040104

APA

Bas, T. G. (2013). Dual Market(ing) in “Bio-Engineering High Technology” New Products: The Risk of Uncertainty and Failure. International Journal of Measurement Technologies and Instrumentation Engineering (IJMTIE), 3(2), 63-74. http://doi.org/10.4018/ijmtie.2013040104

Chicago

Bas, Tomas Gabriel. "Dual Market(ing) in “Bio-Engineering High Technology” New Products: The Risk of Uncertainty and Failure," International Journal of Measurement Technologies and Instrumentation Engineering (IJMTIE) 3, no.2: 63-74. http://doi.org/10.4018/ijmtie.2013040104

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Abstract

Developing and launch new products for new markets is risky and doubtful, and more often leads to confusion or even to fail. In the case of “bio-engineering high technology” is not suitable use the traditional marketing because the costs of R&D and time for innovation are much higher and therefore more risky and uncertain. For high technology in general, is more appropriate employ the event known as dual-market(ing). This phenomenon analyze the early phase cycle of the product and the later phase cycle of the product like a dual episode. This aspect shows the early market and the late market that adopt very different ways in the context. Bio-engineering high technology, with a strong component of technological knowledge and innovation, reference not to an industry, but rather a set of applications of intricate characteristics, which represents a particular challenge and risk. For this reason, through the comprehension of a dual market(ing) are essential to maximize the success in early and later cycle life of bio-engineering high technology products.

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